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With websites covering topics like entertainment (ScreenRant), gaming (Polygon) and automotive (CarBuzz), Valnet caters to users across a wide array of interests.But according to Ji Heon Kim, Valnet's head of monetization, Valnet realized it could create more value for its users by encouraging them to subscribe or authenticate themselves.Maybe a “mass scale” of users wouldn't sign up for their websites, but perhaps 10% would. And, as Kim puts it, that “10% would still be valuable, and we can do a lot with that 10%.”“We created more value to [those] users, more exclusive content and high-quality content,” Kim says. “All of that became an initiative on the content side for us to deliver a premium model and give users an incentive to sign up.”Kim further talked with The Current Podcast about balancing advertiser value, user experience and performance, which he says are “always affecting each other.” Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler, and welcome to The Current Podcast. Today we're talking to one of the biggest digital publishers. You might not know by name, but you've definitely read their stuff. I'm talking about Net. The company behind Screen Rant, the Gamer, Kaleida make use of, and a bunch of other sites that rack up hundreds of millions of sessions every month. Joining me today is Ji Kim Valnet's, head of monetization. Ji'S been leading the charge on everything from supply path optimization to first party data to figuring out how to drive real revenue without compromising the reader experience. We'll get into some of the big shifts they've made in their tech stack and how they're bringing newly acquired brands like Polygon into their ecosystem and what other publishers can learn from their approach.Ji Kim (00:52):At Valnet, I'd like to think of us as a publishing powerhouse. We started very small. Our motto is humble and hungry. We like to remind ourselves that it's always good to keep a humble mindset. I've been at NET for 10 years and we've grown tremendously. We've went through a lot ups and downs, but even as we grow, we like to think that we're small and agile and the publications we range from automotive, gaming, technology, entertainment, but entertainment has always been our flagship, but we've been kind of branching outside of that and trying to expand more and more. And then we have some lifestyle brands as well as sports.Damian Fowler (01:35):Let's talk about a moment that changed the game for Net. Can you walk us through your, I guess we're going to talk about supply path optimization at first anyway, which is a hot topic around these parts and what work you did around supply path optimization, like cutting resellers and boosting direct inventory. Could you talk us through that a little?Ji Kim (01:57):It's an ongoing process. It's certainly, I think most people agree that SPO is not an easy thing to achieve. You can commit to it one shot, but that's much harder to do considering that there will be a revenue impact. So for us, we tried both ways. We took a few sites and we took the direct approach and we saw a pretty decent stability, and then some other sites did not, and then we have to kind of revert back to it. SPO, it was always a topic that was talked about but not well enforced. And tradedesk took a big initiative to push publishers towards it. And then we started working closely with Jounce Media as well, with Chris Kane started kind of talking through some of the ideas, how should we go about it? How do we retain the value and still achieve removing the resale alliance and keep our inventory as clean as possible?(02:51):But initially our outlook of SPO was about making our inventory as clean and transparent as possible. Net considers ourselves as a premium publisher and we want to make sure that the advertisers see that as well. So we were heading in that direction. But ultimately, I think the biggest challenge with SPO was it's impossible to do an AB test because you have one A TXT file and you can't test one setup with the resell alliance, one setup without. So that's been pretty challenging to understand where's the value going, where is it coming from? And even with the Resell Alliance, when you talk to the SSPs with Resell Alliance, they'll go, oh, these are PP deals. These are not just rebroadcasting and all this stuff. So trying to understand the granularity and all that details of what each resale align means was very difficult. But ultimately we know we have to go in that direction, but we know it's not going to happen overnight, so we're kind of just taking a step at a time.Damian Fowler (03:51):That's great. What would you say was the kind of catalyst or moment that sparked that shift?Ji Kim (03:57):We always talked about advertiser value. It is important to yield as much value as possible and get the performance that we need. We always think that advertiser value is important, and when we think about that, it's like you go through stages. You go, okay, viewability needs to be important. Let's get viewability up to above standard, above average, make sure our CTR is good, but it's high quality clicks. It's not just users just clicking on stuff. Then you go through the lines and eventually you get to SPOs. Make sure that advertisers know what inventory they're getting access to, what they're buying, and make sure that they're getting insights. The transparency is there. Then we've increased the value of our inventory.Damian Fowler (04:46):Yeah, I mean that's the key, right, obviously. And speaking of that, having made these changes, are you in a position to be able to see the kind of impact that they've had from a revenueJi Kim (04:58):Perspective? Honestly, I don't think I can everything, especially with these kinds of stuff, what I've learned is it doesn't change overnight. Let's say we remove all the reseller lines yesterday. Today, likely the performance is going to drop initially and maybe things recover over time, but there's so many moving parts that it's hard to associate the value towards SPO, and that's a lot of things that we do in this industry. But I think that's when we like to look at it as, you know what? Ultimately we are improving the quality of our inventory, so we will get rewarded at some point. And that's how you move forward. But with SPO, I think the other side is that it's not just about removing reseller lines. You also have to market yourself and tell the advertisers that, Hey, we have gone in this direction. We have removed the reseller lines. All of our inventory is direct. It's clean. And that part is also hard to do. We haven't spent a lot of time or resources into marketing ourselves, and that's why we talked about, people may not know net, but they know our brands. It's the same thing. It's like we are now making a big push to let people know who Val net is, and that's going to go in hand in hand with this stuff.Damian Fowler (06:21):In terms of that messaging around the surgery as it were you're doing on the supply path, does that land well with advertisers?Ji Kim (06:32):I think it's always positively looked at when you tell them, it's like everybody, it is never negative, but I don't know if actually if it's meaningful for them because at scale, they're buying at scale. So yeah, we're a big publisher, but they're also buying at multiple publishers. Maybe only small portion of their budgets come to us. So it's positive, but I don't know if it's all that meaningful to them. At least that's what I've felt.Damian Fowler (07:04):So in addition to the SPO, what other tweaks or changes are you as head of monetization looking at to basically bring in those ad dollars and keep readers satisfied, I suppose?Ji Kim (07:17):Yeah, so there's three things. So we looked at the advertiser value, but then there's the user experience and then the performance side. So always those three things, there's constantly affecting each other. Ad density is probably one of the biggest part of advertiser value and performance and user experience. So we are constantly trying to reduce our density, and we look at this metric impressions per session and request per session. So we look at that and injections our injections based on content length, a paragraph breaks and all that stuff. So we'll try to work with the content team to create optimal breaks. I'll have a little sit down session with the content team. The leads say, okay, this is how the admin injection works, and how you break out your content really does impact, because we won't break a paragraph in half to inject an ad. So there needs to be natural breaks for the ads to inject. So if you have massive paragraphs, we're going to have less ad injections, which is fine if the content works like that, but they also need to think about how all this stuff works.Damian Fowler (08:26):That's really interesting. I mean, I think that sweet spot between not being the Vegas strip, but also ads have to populate at the right time to have value.Ji Kim (08:35):For net, we've focused mostly on open market programmatic spend. We have a small direct initiative. This is something that we've been trying to grow, but when you don't have huge direct sales initiative and direct spend coming in, you kind of need the density because the CPMs that you get from open market is much lower. So we want to try to move away from that as much as possible. I don't think found that will ever be a publisher where we drive like 50% of the revenue from direct sales, but we want to grow it to maybe 15, 20%. And once we do that, we can yield higher CPMs, which allows us to reduce the density, which would be better for advertiser value, better for user experience, and we'll still get the performance that we need to kind of go forward.Damian Fowler (09:24):So it's a balance.Ji Kim (09:25):Yeah. Yeah. I think if we can drive higher CPMs, we would love to reduce density, but it's always the constant battle between the two of, okay, well we reduced density. Oh, we went too far. Okay, we got to bring it back a little bit.Damian Fowler (09:38):How difficult is it to kind of innovate in ad tech? This is a broader question, I guess given how fast things are changing, especially on the programmatic front,Ji Kim (09:47):It's been very, very difficult. Rapidly changing environment is definitely one of them, and you have to adapt quickly. For example, the video definition of having instream outstream, and then now there's a third definition of accompanying that stuff. When it happened, the enforcement happened quickly, so we had to adapt quickly, and that's difficult. But innovating is, I think, much more difficult than just adapting to the new policies and new rules. So many different ways to innovate pre, for example, you have the open source code, you build that, but there's so many customizations that you can do and even a single customization, you interpret how you should approach that topic and how you should build your tech. So you kind of have to talk to your developers and walk through. And our biggest challenge I would say was bridging the gap between developers and ad ops. I was like, because I am an ad ops guy, I understand programmatic landscape very well, but our developers do not. And I'm not a developer, I'm not a technical guy. Obviously through 10 years I've learned a lot of stuff, but still, if I needed to build something, I'm not going to be able to tell them exactly how to build it. So you need somebody in the middle that understands both sides,(11:03):And that was the most difficult part. And eventually we did find resources that they were able to bridge that gap and were able to build stuff. But ultimately, there's just so many different ways to build your product and you want to make sure that product that you build or tech stack that you build is going to keep that balance that you need between the user experience, the performance, and the density, everything that pertains to page speed as well. If you build it to be too slow, everything gets affected as well, and that's harder to tell. So yeah.Damian Fowler (11:37):So how have some of these technical changes influenced your broad and monetization philosophy?Ji Kim (11:43):Yeah, so I guess one of the things, if we talk about authentication, we talk about cookie deprecation and why authentication became so important to majority of the publishers. And I remember our thought process around authentication was pretty pessimistic, I would say. But eventually we said know what? We can create content or value for the users that's going to want them to sign up and want them to get authenticated. And we said we got to start somewhere. Ultimately, maybe we've become a little bit more realistic about what critical mass of a value would be if we're at, if we're expecting 50% of users will log in, that's not going to happen, but 10% is still very meaningful. So it was about our philosophy was changing, about our expectations changing and still understanding that 10% could be very valuable and we can do a lot with that 10%. So we created more value to the users are more exclusive content, high quality content, high quality videos. All of that stuff became an initiative on the content side for us to deliver the premium model and to give users the incentive to authenticate a sign up on.Damian Fowler (13:03):That's really interesting. I think one of the things that also I'm hearing is that you kind of have different audiences, but you're getting to understand your audiences. I mean, this strategy gives you more insight into who's coming.Ji Kim (13:15):Yeah. We also created what we call threads. They can talk about the article, talk about topics that we're discussing, and that really improved our engagement.Damian Fowler (13:30):As you look to the future, how do you think about, as it were, locking in some of these changes and this value that you see from this audience?Ji Kim (13:40):So I want to go back a little bit about innovating and how difficult it is. So I went through the stages of, okay, what am I focusing on to optimize to yield more value? And initially it was demand. Okay, we want to work with as many high quality as P as possible, but then you do work with all of them. There are going to be going to be one or two that come here and there, but generally speaking, they're not going to create incremental value. They'll just take a piece of pie that was taken by somebody else, not meaningful value. Then you work on ad tech innovation, all that stuff, and that we'll continuously work on that, but that also has lots of limitations, and you eventually reach a plateau point of say, you're not going to find a lot low hanging fruits. So now we come to premium inventory, which we need to learn our users, we need to learn who they are so we can offer these users to our advertisers to grow our PMP programmatic direct, as well as your conventional IO based direct deals that's going to yield as higher CPMs.Damian Fowler (14:53):Yeah, I mean, talk of premium inventories is characteristic of the moment we are in when it comes to programmatic sales for publishers.Ji Kim (15:02):Yeah.Damian Fowler (15:04):Let's draw back and look at the big picture and some of the kind of industry context. I guess think I'm correct in saying Valnet reach has more than 400 million sessions a month across its network. That's correct. And how do you think about that, that kind of scale when every property has its own audience profile and publishing rhythm?Ji Kim (15:30):Yeah, it's sometimes a bit overwhelming how much reach our sites have, but I always try to look at it as our advantage, and this is the opportunity that hasn't been tapped into, is that okay, we're 95% of our inventory is sold in the open market, and we have so much data that we could collect and leverage in order to drive higher value. And it's just looking at it, it's overwhelming, but you start to see the real value that hasn't been tapped into, and that's exciting, but it's also very, very difficult to manage all that information, manage that data, and use it properly. So yeah, I mean it excites me, but also I know how challenging it can be to create value through that. So we're taking one step at a time, even first party data collection. I wouldn't say we're crazy sophisticated, but we're keeping it a level that we know how to manage and understanding it well first and then starting to kind of grow a step-by-step.Damian Fowler (16:45):Yeah, I mean, I suppose the whole back and forth about third party cookies may have provided a spark. I know it lit a fire under the industry. Speaking of first party data, so that is a focus for you?Ji Kim (16:56):Yes, yes. But I believe when it was really a huge focus for the industry was when Google had first announced that they're going to deprecate third party cookies, and we had the initial moment of, oh, you know what? We also need to look into this, but we didn't want to panic. Our outlook was, I'm sure everybody went through the initial panic. We did too, but we didn't want to stay in that moment. And we said, okay, what's realistically going to happen for publishers like us? How much first party data can we collect and really sell because we don't have a huge direct sales initiative? And at that point we had none. And you can't grow direct sales overnight. It's a highly competitive environment, and you're entering that new market. You have to build relationships, you have to have crazy amount of salespeople that are constantly going out there representing balance inventory.(17:55):And we weren't set up for that, and we weren't willing to just fully invest everything into growing that at the time. So we said, well, maybe first party data isn't as important. Collecting first part data isn't as important as just understanding how to go about direct sales. So that's what we worked on. We've hired salespeople, we enter that space. I was very naive about how direct sales worked, and now we have a better understanding. We have good salespeople that understand our values as well. We don't want to just go out and sell anything and everything. We want to understand the creative types that we're also selling isn't going to impact user experience horribly and negatively. The high impact guys, the site scans when they're done, right, it's great user experience, but it could also go the other way. So we wanted to build a baseline first, and that's what we did the last few years. And now we can go after the first party data in a more sustainable way for us.Damian Fowler (18:56):Let's talk about your acquisition of Polygon from Vox Media. Speaking of inventory that expands the real estate, how does that property fit into what you're doing?Ji Kim (19:07):So Polygon, obviously, we go through a lot of due diligences. We look at different opportunities, and Polygon was an easy one to go through because we knew Polygon has great content, it has a great foundation of creating high quality content. But the difference was that Fox has a lot of direct sales. I can't remember the exact number, but it could have been 75%, 80% of their revenue was generated, direct sold inventory, and then 20% was open market. And for us, it would've been the other way around, flipped around even less. Maybe 95% open market, 5% directive. Initially when we acquired it would've been a hundred percent open market, but that's also why it excite us because it's a premium inventory that doesn't get seen in the open market. Open market buyers don't see the bid requests coming from that website as much. So we're super happy, but we knew this was a high quality inventory, high quality website, and we knew that there was a very small chance that it was going to go poorly.Damian Fowler (20:20):Interesting. When you buy a property like that, you're actually buying an audience to a certain extent.Ji Kim (20:25):Yeah, absolutely.Damian Fowler (20:27):Do you think about audiences as discreet to the publications or do you see crossover?Ji Kim (20:34):Crossover? Yeah, lots of crossover.Damian Fowler (20:37):Yeah. Alright. So I guess the big question here is for other publishers looking to upgrade this strategy that we're talking about, especially in this very complex environment, which is something you clearly understand very deeply, what's one piece of advice that you might offer?Ji Kim (20:54):I think you have to think about realistically what you should go after, what opportunities you should go after. So many things that come up right now, I think the big thing is curated media. And on our end, a lot of the SSPs and DSPs are doing the work for us. They going out and curating our inventory for us, and that's fine. But if you were to go after that and trying to grow it, but you don't really have the resources, it's easy to just kind of see everybody, what everyone else is doing, like, oh, I want a piece of that too, but it's not going to yield the value. Same value if you don't have the right resources in place if you're not focused on that opportunity. So my advice would be to understand which opportunities realistically are you able to get and have the right resources who are going to be passionate about that. Take accountability. That's huge, the accountability part. And that's not something you can just kind of force people. You have to believe that this person that's taking on this project can be really passionate and sink their teeth into it. If you got that, then go after those things. But it's too hard to go after every single opportunity there is. Even if seemingly it seems like a low hanging fruit. Nothing is really that simple in this industry.Damian Fowler (22:15):That's for sure. So finally, we're going to wrap this up with some what we call hot seat questions. So what's one thing you're obsessed with figuring out right now?Ji Kim (22:27):How to yield more value? No, no, no. I'll give a better answer than that right now. For me, it's how to grow direct sales sustainably and scale it in a way that we don't get too bloated. Because through acquisitions, one of the most valuable things that I get is insight. I get to see under the hood of a lot of publishers, small to medium to large, how they operate, what is their strategy and direct sales. I've learned some of the big publishers do it extremely well. It's a well-oiled machine, it's not bloated. They generate a ton of revenue, but some have a huge cost, and that's what we were afraid of. And right now it's very hard to do. So you need the right sales team, you need the right operational guys, you need account representation, you need reporting guide and all this stuff. And right now I am trying to find a way to scale it, but without having massive costs, just kind of take over and then expect this to yield value in the next year or two. I want that line to kind of grow together. And that's not an easy thing to do, obviously. And I'm looking for the right resources. I'm looking to build relationships with agencies with limited guys, just hustle through it and offer them our inventory, charm them, whatever it may take. But yeah, that's what I'm currently obsessed.Damian Fowler (24:01):Okay. What's still missing in the ad tech stack that you wish someone would build?Ji Kim (24:07):I don't know if this would fall under their ad tech stack, but I think we could really benefit from a bit more standardization around, it could be reporting and creatives. Maybe I'm speaking out of line because I'm on the inventory side, so I don't know everything that goes on the buy side and the creative side. But what I see is that there's so many different creatives that just either break the page, the creative's broken, it's too heavy, it slows down the page, and it's hard to target those and remove those. It can come through so many different channels. So if there is a bit more standardization around what kind of creatives are acceptable, I'm sure there is some or a standard already, but it needs to be honed in a bit more maybe.Damian Fowler (25:00):What's one thing advertisers misunderstand about monetizing Publish it inventory today?Ji Kim (25:08):So I thought about this and something that it's more of my frustration around advertisers perspective. I understand it, but a bit more frustration because it's hard to create context around it, which is brand safety. I understand the brand side. I advertise side on why they wouldn't want to associate their brand with certain content, but brand safety is police by keyword list and it's very restrictive. And some of the,Damian Fowler (25:37):It's one toolJi Kim (25:38):And it's like, okay, and we have gaming sites that will, a lot of gaming, natural will talk about shooting, but some of the game developers won't want to associate with those articles. And it's like, hang on, hang on. Now you bet you guys also have games that are first person shooter or whatnot. You don't want to associate with those type of articles. There's a bit of a mismatch, and I think it's just hard to manage that. So they go with a broader approach and I get it, but I think it's just there needs to be more about understanding the context of certain articles. And it's like the word shooting can be anything, everything. Right?Damian Fowler (26:22):Yeah, I like that. I've been hearing more about a shift from brand safety to brand suitability, which brings in the concept of context. What's something unexpected you've learned from reader data or behavior recently?Ji Kim (26:39):So I wouldn't say it's recent, but it's something that's surprises me how the smallest change that I, from my perspective is like, is that really going to do anything? But at our scale, the numbers changed so drastically. Recently we were playing around with the video size because our outstream unit will float once the user are scrolling and the size of that unit. Obviously we want to give advertiser value, so we want to make it as big as possible. But then user experience wise, it could be very bothersome because as they're trying to read, there's a video playing. So we want to keep mindful of that. And we're constantly testing the size of that unit and we decreased by 10% and 10%. While it's significant, if you look at the actual size of the unit to the naked eye, you really wouldn't be able to tell what the difference is. But the CTR of that video unit changed drastically. It was cut in half, actually. And that's the thing is like, okay, users are really sensitive to these things. And to me it's not, maybe I'm looking at it too often, but that's always, that boggles my mind and it always catches me by surprise when I see the numbers is like, wow, I did not expect that. I did not expect users to behave this way.Damian Fowler (28:00):That's amazing. The details really matter.Ji Kim (28:02):Yeah, Big time. Damian Fowler (28:03):And that's it for this edition of The Current Podcast. We'll be back next week. The Current Podcast is produced by Molten Hart. A theme is by Love and Caliber, and our associate producer is Sydney Cairns. And remember,Ji Kim (28:21):I like to think of us as a publishing powerhouse. We started very small. Our motto is humble and hungry. We like to remind ourselves that it's always good to keep a humble mindset.Damian Fowler (28:34):I'm Damian, and we'll see you next time.

Hey sisters! This week you get a bonus episode — and trust me, it's a good one. On Monday, we talked all about what a doula is (and why that matters even before you get pregnant). Today, we're diving into the next big question: What is a midwife? And how does a midwife compare to an OB? If you're like me, maybe you didn't even know midwives existed outside of “old-fashioned” stories — until God opened my eyes. After experiencing OB care through my miscarriages and even into my third trimester with my rainbow baby, I finally learned there was another option. Episode Highlights: What a midwife actually is The difference between OBs and midwives Why your care model really matters — even before you're pregnant How midwives support things naturally, while OBs are trained in disease and intervention The types of midwives: CNMs vs CPMs (and what each one is trained in) What my own experience switching from an OB to a home birth midwife was like — and why it was so different You'll hear about Midwife RX, a telehealth option I recommend for those needing progesterone prescriptions or early care. We'll also talk about how midwives can serve you pre-conception, not just during pregnancy. And if you take away just one thing today, let it be this: You have options. And those options are worth exploring with prayer and intention.

Dots Oyebolu chats with Larry Kim, Founder and CEO of Customers.ai.Larry shares his groundbreaking approach to go-to-market strategies in the B2C space, challenging the dominance of ad-heavy models and introducing a scalable, intent-driven framework for outbound email marketing. From the evolution of PPC to hyper-personalized campaigns powered by AI, this conversation explores how marketers can rethink engagement, improve deliverability and expand their reach without sacrificing relevance or compliance.Key Takeaways:(02:11) Customers.ai identifies website visitors using AI for outbound marketing.(03:53) The future of marketing is hyper-personalized and AI-driven, with individualized video sales letters and content.(07:39) B2C companies are now facing ROI challenges in digital ads due to skyrocketing CPMs.(09:02) Intent-driven email marketing can provide higher quality leads for B2C businesses at a fraction of ad costs.(16:17) “Intent-driven outbounding” is a new category blending the best of inbound and outbound strategies.(18:41) Three strategic pillars are dynamic list generation, deliverability tools and email list hygiene.(33:18) AI-powered creative customization tailors messages to user behavior, identity and journey.(40:17) Customers.ai restores first-party data pipelines, overcoming modern browser and privacy restrictions.(46:11) CAN-SPAM monitors compliance in the US but strategic discomfort boosts innovation.Resources Mentioned:Larry Kimhttps://www.linkedin.com/in/larrykim/Customers.ai | LinkedInhttps://www.linkedin.com/company/customersai/Customers.ai | Websitehttps://customers.aiInsightful Links:https://customers.ai/bloghttps://userlist.com/blog/b2c-saas-email-marketing/https://www.business2community.com/brandviews/marketo/leverage-social-intent-data-email-marketing-01818638https://martech.org/4-qualities-of-an-intent-driven-marketing-automation-email-program/Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds

In our new episode, I will talk about the new course, the rising CPMs and lastly, all your burning questions!

Michelle chats again with sōsh team member Maggie Golden about the constantly evolving marketing world. They explore current patterns in marketing, rising ad costs, and how the way we use hashtags is changing. A.I. zaps into the conversation, too.Tune in for their takes on the death of keyword stuffing, the rise of schema SEO markup, and why memes might just be your brand's secret weapon. Grab your earbuds and get ready for a fun ride through what's working (and what's failing) in today's marketing world. Spoiler: it's all about being real and a little weird.Social Soup is meant to be shared! Subscribe and tell your friends about the show.Connect with Michelle on LinkedIn: ⁠linkedin.com/in/michelledattilio⁠ Connect with Maggie on LinkedIn: linkedin.com/in/maggiegoldenmke Learn more about sōsh! Visit our website and reach out at: ⁠getsosh.com ⁠  Grab more Social Soup again next time!

Justin Ruiss is the SVP of the Media Sector at BWG Global, a knowledge-sharing network hosting in-person and virtual industry events. In his role, he hosts Q&A forums with executives from various sectors, including social media, advertising, connected TV, streaming, and gaming. Before joining BWG Global, Justin was the Investor Relations Activations Developer at Cision and an Equity Analyst at The Benchmark Company. In this episode… Retail media, CTV advertising, and AI-powered search are evolving faster than many brands can adapt. Marketers are grappling with fragmented content strategies, fluctuating CPMs, and uncertainty around how to allocate budgets effectively across platforms. With performance expectations rising and consumer behaviors shifting, how can brands stay competitive without overspending? According to media and eCommerce analyst Justin Ruiss, now is an ideal time to invest in CTV due to oversupply, lower CPMs, and advanced targeting capabilities. He recommends increasing production budgets to create modular, high-quality content that can be repurposed across channels like TikTok, Amazon, and streaming platforms. Brands can also adopt centralized content planning and leverage tools like Amazon Marketing Cloud to drive enhanced targeting and performance while planning for economic volatility and regulatory changes. In this episode of TheDigital Deep Dive, Aaron Conant interviews Justin Ruiss, SVP of the Media Sector at BWG Global, about the future of digital media buying and AI in eCommerce. Justin explores CTV trends, the rise of agentic AI, and how brand guidelines shape content in gaming environments.

Podcast Summary: Cracking the Meta Code — Scaling Ads with Strategy, Not Just SpendIn this episode, Sacha Awwa sits down with Manel Gomez, a Meta ad specialist managing $300K–$500K/month in spend for e-commerce brands across the U.S. and Europe. With over $25M in profitable ad spend under his belt and regular appearances at Meta HQ, Manel breaks down the technical evolution of Facebook Ads and how founders can navigate the increasingly competitive paid social landscape.From bidding strategies to AI tools and platform trends, Manel offers a masterclass in modern media buying. Whether you're spending $30 or $30,000/day, this episode is a must-listen for anyone trying to make paid ads work in 2025.Key Topics Discussed:1. The Evolution of Meta AdvertisingHow ad strategy shifted from 2016's low-hanging fruit to today's competitive battlefieldThe impact of COVID in three waves: low CPMs, the “golden era,” and post-boom attritionWhy today's ad success requires deeper thinking, not just platform familiarity2. Budget, ROAS & Reality ChecksThe importance of setting a daily budget based on your average order value (AOV)Why under-spending leads to poor machine learning performanceHow to manage client expectations on ROAS and discovery3. Manual Bidding & Wave SurfingThe power of manual bidding: cost cap vs. bid cap explained“Overbidding” to dominate the auction and bully competitorsTiming ad spend around consumer behavior, pay cycles, and Shopify data4. Creatives That ConvertWhy most user-generated content (UGC) is dying outTesting different formats (before/after, meme-style, image vs. video)Finding the one ad that drives scale—it's 95/5, not 80/205. Platform Myths & Meta's Real AgendaWhy you should ignore most Facebook rep suggestionsAdvantage+ and multi-advertiser placement: what to watch out forThe coming wave of Instagram Checkout and native shopping within Meta6. The AI Reality CheckWhy AI is useful—but not a magic wandHow tools like 11 Labs and Lovvo.ai can improve scale and localizationWhy human strategy still beats automation—for nowKey Takeaways for Founders & Media Buyers:Don't skip the research. It fuels every winning ad.Testing should be intentional, not guesswork.Your first goal is to find one killer creative.Strategic spend > impulsive scale.Ride the market waves—don't fight them.Follow Manel's work and insights: 

Join Heather Osgood as she sits down with Joe Cilio, CEO and Co-Founder of Forever Dog Productions, to explore how the network has evolved over the past decade—most recently with a bold pivot into video podcasting. Joe takes us behind the curtain on the logistical and strategic challenges of adding video to an audio-first operation, the monetization opportunities (and limits) across YouTube and Spotify, and why visual storytelling matters now more than ever. He also dives into Forever Dog's innovative approach to talent development, including their groundbreaking work with drag icons through Moguls of Media. In this episode, we cover: What Forever Dog's transition to video really looked like behind the scenes The monetization model for video podcasts—CPMs, simulcasts, and platform payouts How Forever Dog approaches YouTube packaging, set design, and branding Building successful partnerships with creators What a ten-year-old podcast network is doing to stay fresh in 2025 Whether you're a podcast creator, advertiser, or strategist, this episode offers a smart, forward-thinking look at where the industry is headed.

Send us a textCPMs are the great equalizer of marketing media. To make great decisions, you need to know how to calculate them and when to use them.In this episode of the Maven Marketing Podcast, Brandon Welch and Caleb Agee break down one of the most misunderstood metrics in all of advertising: CPM, or Cost Per Thousand (impressions). The “M” is from the Latin word “Mille” meaning thousand. Marketers love to talk about targeting and impressions, but without understanding what CPM tells you, you might be overspending without realizing it.Learn how to calculate CPMs accurately, what counts as a good CPM across different platforms, and—most importantly—how to compare medias with each other.You'll learn:The real definition of CPM and how to use itWhy CPMs are crucial in Tomorrow MarketingAverage CPM benchmarks across digital, TV, streaming, and out-of-homeThe danger of random impressions and why repetition winsHow to ask the right questions when buying mediaIf you're running any kind of advertising campaign—this is the marketing math that can make or break your ROI.Subscribe for new episodes every Monday, and email us your marketing questions at MavenMonday@frankandmaven.comFREE MARKETING AUDIT: MavenMarketingAudit.comOur Website: https://frankandmaven.com/Instagram: https://www.instagram.com/frankandmavenmarketing/TikTok: https://www.tiktok.com/@frankandmavenTwitter: https://twitter.com/frankandmavenLinkedIn: https://www.linkedin.com/company/frank-and-maven/Host: Brandon WelchCo-Host: Caleb AgeeExecutive Producer: Carter BreauxAudio/Video Producer: Nate the Camera GuyDo you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!Get a copy of our Best-Selling Book, The Maven Marketer Here: https://a.co/d/1clpm8a

Next in Media spoke to Marc McCollum. Chief Innovation Officer at Raptive, about how smaller publishers are enduring in the face of AI search, Google search changes, and the supposed death of cookies.

CTV ad revenue is projected to reach $28 billion this year, but 39% of advertisers still cite transparency in ad placements as a major concern. Is Connected TV delivering on its promises or falling short?This episode, Elena and Angela are joined by Chief Media Officer Catherine Walstad to discuss the state of CTV advertising. They explore the maturing optimism around streaming TV and share practical advice for navigating this complex but essential channel. Learn why CTV shouldn't be viewed as either brand or performance marketing, but as a powerful complement to linear TV.Topics covered: [01:00] CTV usage and ad spend projections through 2026[03:30] Current marketing sentiment around CTV advertising[06:00] Defining CTV, OTT, and streaming terminology[09:00] Is CTV delivering on its ROI promises?[11:00] CTV's role in both brand and performance marketing[18:00] Why CTV advertising has high CPMs and hidden costs[21:00] CTV measurement challenges and solutions[27:00] How fragmentation impacts advertisers and viewers[29:30] Emerging CTV trends like shoppable and interactive ads  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2025 eMarketer Article: https://www.emarketer.com/content/5-things-know-about-ctv-advertising-platforms2025 Ad Exchanger Article: https://www.adexchanger.com/tv/buyers-say-ctvs-transparency-problem-remains-a-roadblock-to-investment/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Chaque année, trop d'élèves quittent l'école sans diplôme ni projet clair pour l'avenir. Comment identifier les premiers signes du décrochage scolaire ? Quels sont les facteurs de risque et, surtout, comment pouvons-nous agir concrètement en tant qu'enseignants et directions ? Dans cet épisode de « L'Heure de Fourche », Déborah et Victoria accueillent Isabelle Moreau, directrice du CPMS libre Liège 2, qui partage son expertise, des exemples concrets et des solutions concrètes pour aider les élèves en difficulté à retrouver le chemin de l'école. 

In this episode of Scrappy ABM, host Mason Cosby breaks down an ABM (Account-Based Marketing) playbook specifically for targeting enterprise insurance companies. Mason responds to a request from Lance, who is looking to penetrate deeper into enterprise insurance accounts by engaging with influencer personas via LinkedIn.Best Moments:(00:31) Introduction to the playbook breakdown format for ABM strategies(00:49) Overview of Lance's specific situation targeting enterprise insurance companies(01:21) Why Mason's first ABM program failed by targeting CEOs directly(01:57) Strategy of targeting manager and director levels instead of C-suite executives(02:25) Rationale for targeting lower-level employees (more accessible, less flooded inboxes)(03:13) Cost-effectiveness of targeting below C-suite level (lower CPMs)(03:33) How to use bottom-up approach to eventually reach decision makers(03:43) LinkedIn connection strategy and why starting lower increases acceptance rates(04:39) Building pain awareness with end users who understand day-to-day challenges(05:53) Implementation through LinkedIn advertising and social selling(05:59) Suggested cadence of 20 connections per day across multiple accounts(06:56) Importance of having conversion points like online workshops or events(07:24) Follow-up strategy to encourage sharing content with higher-level decision makers

SCA has spent four years building its uber-app LiSTNR from idea to the fulcrum of its audio business. It’s got 2.25m logged-in users, knows their postcodes – handy ahead of the federal election – what they listen to and what they might want to hear next. Kelly says acquisition is no longer core focus – “we’ve got the base we wanted to get” – and SCA is moving to kill churn, now at a record low. “We’re approaching 70 per cent retention per month,” says Kelly. “For every percentage point of reduction in churn, we are seeing about a half million dollar increase in revenues on platform on an annual basis.” Personalisation and discovery are powering those churn reductions while boosting time spent listening, per Kelly. Next he sees massive opportunity in regional markets to take that further – for SCA, its advertisers and other radio businesses. Kelly points to a streaming deal it struck with Victoria broadcaster ACE Radio as a template for a triple win. Bringing the broadcaster’s streams into LiSTNR, says Kelly, gave ACE an incremental revenue stream while boosting inventory and audiences for SCA. “They've seen about a 30 per cent increase in their audience levels listening on LiSTNR,” per Kelly. “And with the introduction of ACE, we’ve seen about a 20 per cent increase in monthly listening on our platform, which is pretty incredible.” Plus, SCA is driving those new audiences into its other programs and podcasts, meaning bigger numbers to sell, at higher CPMs. “We'll be speaking to other broadcasters, and particularly the regional network groups, to see if we can provide that service to them,” says Kelly. “We are the largest regional audio business in Australia. 73 per cent of the regional audience comes through either SCA-owned or represented – stations like ACE – so we've got great scale. We haven't yet tapped into that regional audience in a meaningful way. But that's the next opportunity for LiSTNR. Plus, regional consumption levels per user outpace their metro counterparts – and Kelly thinks they are a chink in the global platforms’ armour. “The big digital companies, the Metas, haven't played in that regional space. So our ability to work with major blue chip companies to actually access those particular customers – the appetite is insatiable. We can't get enough inventory from those regional markets, which is why the ACE partnership has been so successful. There's a huge opportunity.”See omnystudio.com/listener for privacy information.

Show Notes: How Micro-Influencers Can 10x Your eCommerce Growth with Jay NeyerIn this episode of The eCommerce Podcast, Matt Edmundson talks with Jay Neyer from Lantern Soul about leveraging micro-influencers to dramatically improve advertising performance and scale eCommerce businesses from six to eight figures.Episode HighlightsThe Four Levers of eCommerce Profitability (09:28)CPMs - Cost to reach 1,000 peopleClick-through rate - Engagement with your contentConversion rate - Visitors who make a purchaseAverage order value - How much customers spendThe Micro-Influencer Advantage (20:00)Why accounts with just 1,000-2,000 followers often outperform celebrity influencersHow to identify the right micro-influencers for your brandCreating win-win-win partnerships that benefit everyone involvedInfluencer Whitelisting Strategies for 2025 (22:28)The technical process of running ads through influencer accountsWhy whitelisted content performs better 95% of the timeSetting up partnerships that deliver value to all partiesLanding Page Continuity Technique (32:49)Creating dedicated landing pages featuring the influencerThe "five tips" structure that converts visitors into customersHow to maintain trust throughout the entire customer journeyThe Shift to Broader Targeting (36:12)Why hyper-specific audience targeting no longer works as wellHow Meta's algorithms have evolved to find customers in broader poolsTips for lowering your CPMs while maintaining quality trafficAbout Jay NeyerJay Neyer is a modern Renaissance man—a philosopher, musician, and multilingual mastermind. Beyond his creative pursuits, he's a powerhouse in e-commerce, having generated over 100 million in sales and developed over 500 websites and apps. As a featured speaker for Shopify and Amazon, Jay blends big-picture thinking with technical expertise to turn six-figure brands into eight-figure success stories.Resources MentionedLantern Soul: lanternsol.comConnect with Jay on LinkedIn: linkedin.com/in/jayneyerConnect With UsSubscribe to our newsletter: ecommercepodcast.netFollow Matt on LinkedIn: linkedin.com/in/mattedmundsonJoin our community: ecommercepodcast.netThe eCommerce Podcast brings you real talk about building successful online stores. Every Thursday, we speak with experts and founders who've been in the trenches, built the stores, and learned the hard way—so you don't have to.#MicroInfluencers #eCommerceGrowth #InfluencerWhitelisting #ConversionRateOptimization #PerformanceMarketing

In this episode of TellyCast, host Justin Crosby sits down with Victor Potrol, SVP of Partnerships & Creator Services at TheSoul Publishing, one of the biggest players in digital-first content. With billions of views across YouTube, Facebook, Instagram, and TikTok, TheSoul Publishing has mastered audience engagement at scale.Victor shares insights into the company's growth strategy, platform adaptability, and monetisation in an evolving digital ecosystem. They discuss the impact of AI on content creation, the importance of localisation, and how TheSoul Publishing maintains a competitive edge. Plus, with CPMs fluctuating, how is the company navigating the financial side of digital media?Victor also shares his Story of the Week and picks his Hero of the Week and Who's in the Bin!Sign up for The Drop newsletterSupport the showSubscribe to the TellyCast YouTube channel for exclusive TV industry videosFollow us on LinkedInConnect with Justin on LinkedINTellyCast videos on YouTubeTellyCast websiteTellyCast instaTellyCast TwitterTellyCast TikTok

In this episode, we talk about the big mistake many brands make when planning and measuring their ads. Our guest, Chelsey, explains why you can't measure awareness, consideration, and conversions the same way. She breaks it down simply: Awareness ads should be measured by how many people see them (reach, impressions, CPMs). Conversion ads should be measured by results (sales, revenue, ROAS). Chelsey also talks about how brands can estimate the impact of awareness ads on conversions using smart data models. Plus, she shares tools like GA4 and media mix modeling (MMM) that help brands understand which ads are working best. Tune in to learn how to fix your media planning and get better results from your campaigns!

What does it take to go from 100 followers to running a thriving SaaS company and revolutionizing creator-driven marketing?In this powerful episode of the Jared Goetz Podcast, Alex Heiden, founder of Paid, shares his incredible journey from building no-code apps to scaling multi-million-dollar software platforms. From accidentally going viral to launching a business that connects creators and brands on a performance-only basis, Alex's story is a masterclass in innovation, adaptability, and long-term thinking.In this episode, Jared Goetz and Alex discuss:✅ How Alex went from 100 to 100K followers in just 95 days✅ The rise of no-code platforms and how they're transforming entrepreneurship✅ Why performance-based creator marketing is the future of advertising✅ Building a business without technical skills or massive startup capital✅ How to stay authentic while scaling your brand and influenceTimestamps:00:00 – Introduction: Who is Alex Heiden?06:30 – From 100 followers to 100K in 95 days12:45 – The moment that changed everything: Going viral by accident18:20 – Building his first no-code app with zero tech background25:15 – The future of creator marketing and why CPMs are dropping36:40 – Why SaaS is the real path to long-term wealth45:20 – Staying authentic while building a business52:10 – The mindset shifts that lead to sustainable success1:05:30 – Final thoughts: Creating impact in a rapidly changing worldIf you're an entrepreneur, creator, or someone curious about how tech is reshaping business, this episode will give you the blueprint for leveraging the digital economy to your advantage.

In this episode, Alex Heiden, co-founder of Get Payd, dives deep into the powerful world of marketing arbitrage and how brands can leverage short-form content to generate millions of views at a fraction of traditional advertising costs. With the rise of platforms like TikTok and Instagram Reels, Alex explains how brands can exploit the current "TikTokification" of content to build top-of-funnel awareness for B2B, prosumer, and consumer products alike.He shares detailed strategies on running performance-based creator campaigns, optimizing CPMs (as low as $1 vs. $9 on traditional platforms), and structuring competitions that incentivize high-performing content creators. Plus, Alex breaks down how brands can identify top creators for long-term partnerships and generate viral content that attracts organic replication from other creators.Timestamps:00:00 - Introduction to marketing arbitrage & today's topic03:42 - What is Get Paid? Bringing TikTok Shop strategies to digital businesses05:19 - How TikTok's creator commission model works06:12 - Two campaign models: CPM deals vs. competitions10:44 - Results: Cost-effective campaigns with $1–$3 CPM14:14 - Case studies: Viral success with day-in-the-life content17:00 - The shift from outbound to inbound marketing22:54 - Why the "For You" page changes everything for discovery28:08 - Scaling: From $5K test budgets to $50K monthly spends35:22 - The ripple effect of viral content and organic replication42:25 - How Get Paid incentivizes creators and brands alikeKey Points:Marketing Arbitrage Explained: How to get $1 CPMs vs. $9 on traditional ad platformsShort-Form Content Strategy: Run competitions and pay-per-view campaigns to maximize exposureCreator Incentives: Structuring payouts for maximum engagement and competitive motivationOrganic Growth Tactics: How viral videos lead to a snowball effect with unpaid content replicationB2B & B2C Impact: Why short-form content isn't just for consumer brandsNotable Quotes:"The only way to grow products quickly is by finding and exploiting marketing arbitrage." – Alex"Discovery isn't about followers anymore—it's about creating good content that the algorithm wants to show." – HostKey Takeaways for Founders:Shift ad budgets from traditional channels to short-form creator campaigns for massive reach at lower costs.Run competitive campaigns to organically motivate creators to produce viral content.Focus on specific features or outcomes in your short-form content for maximum clarity and effectiveness.Sponsors:TalentFiber.com – Hire the best offshore marketing talent.Connect with Alex:Instagram: @nocode.alexTwitter/X: https://x.com/alexh459 Platform: https://www.getpaydapp.com/Ready to scale your marketing with short-form content? This episode is a masterclass in how to do it right.

On the podcast, I talk with Ashley about what makes Google App campaigns a powerful growth tool, proven optimization strategies, and how lower CPMs aren't always the win they seem to be.Top Takeaways:

At PGC London, Andrew Seow, Director of Monetisation at Tripledot Studios, dropped some serious ad mon advice. From hacking auctions to boost CPMs to mixing up monetization models like a pro, 2025 is all about getting creative with how to boost the bottom line. Expect smarter segmentation, data-driven insights, and a focus on engagement that actually pays off. The secret to success? Patience, strategy, and maybe even ironing your shirt for good luck.Andrew Seow - https://www.linkedin.com/in/andrew-seow-54006a163/Tripledot Studios - https://tripledotstudios.com/* * * * * * * * * * * * * * * **

Send us a textSocial commerce is the future – get on platforms like TikTok shop now or risk being left behind. Expect Facebook ads to get tougher and YouTube ecom to explode.In this episode, Jordan West brings out his crystal ball to predict the landscape of ecommerce for 2025. Tune in as Jordan discusses the rising importance of social commerce and why it's crucial for brands to adapt to platforms like TikTok shop. He shares insights on the shifting dynamics of Facebook and Google ads, the emerging influence of AppLovin, and the potential of YouTube and connected TV in ecommerce strategies. Listen and learn in this episode!Key takeaways from this episode:Importance of Social Commerce: By 2025, engaging in social commerce will be crucial, with platforms like TikTok Shop becoming increasingly important.Trust through Genuine Reviews: Reviews are essential for social commerce, with authenticity being vital as fake reviews attract penalties.Human Connection Matters: While AI is advancing, the need for human interaction in commerce remains significant.Challenges with Facebook Ads: Facebook ads will become more challenging and less effective without integrating social commerce strategies.YouTube & AppLovin Growth: YouTube is expected to enhance its ecommerce activities, while AppLovin could attract a significant share of ad spend.Increased CTV Investment: As measurement improves, connected TV will see more marketing spend.Preparing for Trump Tariffs: Brands might face challenges due to tariffs on Chinese goods and should consider alternative supply chains.Adaptability for 2025: Businesses must adapt to changes and new platforms to stay competitive in the evolving ecommerce landscape.Growth Plan: www.upgrowthcommerce.com/growMillion Dollar Offers: www.upgrowthcommerce.com/growIn this episode's sponsor is Revenued - is a financial technology company that provides businesses with revenue-based financing solutions. Instead of relying on credit scores or collateral, Revenued offers funding based on a company's revenue. This allows businesses to access capital quickly and repay it as they generate income. Learn more here: Revenued

Ever wondered how skyrocketing CPMs on Meta's platform could reshape your marketing strategies? Join us as Mark Goldhart and I dissect the nuances of today's advertising climate amid the chaos of an election year and the looming Black Friday rush. Learn how fluctuating costs and declining organic reach are rewriting the rules of engagement in the digital ad space. We'll dive into why metrics like cost per click and conversion rates are more telling than ever, providing insights to help you navigate these turbulent times.In our quest to decode effective brand communication, we explore innovative strategies to enhance your market presence. As consumer expectations evolve, so must your messaging. Discover the key messages that truly resonate and the core principles that can bolster your brand's authenticity and effectiveness. We uncover practical advice for marketers eager to thrive, offering strategies that connect meaningfully with audiences in a rapidly shifting landscape. Whether you're grappling with the rising costs of advertising on Meta or seeking to refine your brand's voice, this episode promises valuable insights that can propel your marketing efforts forward.Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump

Over the next few months, Dean's Chat will be providing bonus episodes interviewing students from the Schools and Colleges of Podiatric Medicine. This week we are joined by three students from Des Moines University College of Podiatric Medicine and Surgery (CPMS), Haley Cornelison and Jaquine Egbon from the class of 2027, and Emily Maxwell from the class of 2026.  All three represent the American Podiatric Medical Students Association (APMSA) within CPMS. This episode is sponsored by Bako Diagnostics! Join our discussions each week on the podiatric journey our students are embarking on at the various schools. Students share their path to discovering podiatric medicine, to applying to what is now eleven schools and colleges of podiatric medicine, to the first and second year of didactics, Boards Part 1 and 2, and clinical experiences and opportunities. We do some professor shout-outs and discuss student services, extracurricular activities, and student life at each school. Enjoy! In this episode, Drs. Jensen and Richey and the students discuss the significance of shadowing various health professionals to determine career preferences and find satisfaction in their chosen field.  The hosts specifically mention that podiatrists tend to be very happy with their careers due to the wide range of specialization options available to them. They explain that podiatrists can focus on areas they truly enjoy, which contributes to their overall job satisfaction. The students mention their personal experiences with shadowing and how it influenced their career decisions.  The students emphasize the importance of shadowing multiple specialties to determine personal preferences. They emphasize that understanding other specialties is valuable even for those pursuing podiatry, as it helps in comprehending the body's other systems and treating patients holistically. The students note that many podiatrists they have worked with and shadowed are incredibly satisfied with their careers. While they acknowledge that satisfaction can be found in other specialties as well, they observe this as a common theme within the podiatry profession. They also mention that students from all schools of podiatric medicine are incredibly happy with their choice to pursue podiatry. In this episode, we discuss the importance of students taking advantage of opportunities for involvement and support from organizations like APMSA. They emphasize that being involved in organizations like APMSA allows students to have a voice and make a change at the national level. They mention that APMSA provides various opportunities for students, such as hosting webinars on different topics like mental health and clerkship advice.  Overall, the episode emphasizes the benefits of shadowing different health professionals to help students determine their career preferences and find satisfaction in their chosen field. It underscores the importance of exploring various specialties, including podiatry, and understanding different aspects of healthcare to make informed decisions. https://www.apmsa.org/ https://bakodx.com/ https://bmef.org/ www.explorepodmed.org https://podiatrist2be.com/ https://higherlearninghub.com/    

David Klein is the Director of Business Development for ConsulTV. David began his advertising journey running his own business doing print advertising and Google Adwords. Comparatively, the shift to programmatic advertising will be to traditional media as pay per click advertising was to the Yellow Pages. He is glad to be in a position to partner with agencies and help them maximize this enormous opportunity.  ConsulTV's platform serves paid media advertising with a focus on streaming TV ads and OTT. Because of buying volume and 100's of private placement deals, we reduce our clients' CPMs and provide more robust targeting and reporting.Connect with David on LinkedIn: https://www.linkedin.com/in/davidkleinsalesleader Visit ConsulTV: https://www.consult.tv/ On This Episode, We Discuss…The Seismic Shift from Traditional TV Ads to Streaming PlatformsHow Brands Can Adapt to the New Age of Digital MarketingTargeted Advertising in Streaming TVOptimizing Campaigns with Web Lift Pixels

“Labor is supposed to happen naturally. It's not this big medical intervention that occasionally happens naturally. It's this natural process that occasionally needs medical intervention.”Paige Boran is a certified nurse-midwife from Fort Collins, Colorado. She and her colleague, Jess, practice independently at A Woman's Place. They have rights to deliver babies at the hospital but are not employed through the hospital system so they are not subject to physician oversight. Their patients benefit from a low-intervention environment within a hospital setting but without the restriction of hospital policies.Lily Wyn, our Content Creator and Social Media Admin, joins us today as well! Lily shares why she chose Paige to support her through her current VBAC pregnancy. Lily is a beautiful example of how to diligently interview providers, keep an open mind, process past fears with the provider you choose, and what developing a relationship looks like to create an empowering birthing experience. Paige shows us just how valuable midwifery care can be, especially when going for a VBAC. If you're looking for a truly VBAC-supportive provider, this is a great episode on how to do it! The VBAC Link's VBAC Supportive Provider ListA Woman's PlaceHow to VBAC: The Ultimate Prep Course for ParentsFull Transcript under Episode Details Paige: Yeah, so I'm a certified nurse-midwife. I work in northern Colorado in Fort Collins at A Woman's Place. We're a small midwifery-owned practice. Right now, there are just two CNMs. That's the whole practice. It's just me and my colleague, Jess, who owns it which is really cool because we get to push the boundaries because we are not really locked into the hospital system. We are able to catch babies there but we are not actually employed through the bigger hospital systems which is nice because we don't have that physician oversight and stuff like that. I think we are able to do a lot more and honor that midwifery care model which is really cool. Sometimes people feel locked into policies and their overseeing physician and things like that but when it's just two midwives, we get to do what we want and what feels best for the patient. I really like that. That was a big thing when I first got into the certified nurse midwifery world. I was like, where do I want to work? I had offers from bigger hospital systems and it just didn't feel like the right fit so working at a small, privately-owned practice felt like the right answer for me so I was able to practice in a way I felt was right for people. I didn't want to be locked in by a policy and overseeing physicians. I just wanted to grow with other midwives. Meagan: Yes. I love that so much. I don't know. Maybe I should say I know it feels to me– I don't know it as an actual fact, but that feels like a unique situation and a unique setup to me. We don't really have that that I know of here in Utah. We either have out-of-hospital CPMs or we have in-hospital CNMs who are just hospital. I know that one hospital system is trying to do the attached birth center, but it is still very different. They are still the hospital umbrella midwives I guess I could say. So is that unique or is that just something that feels like it?Paige: I think it's unique because where I came from in Florida, if you were a CNM, you 100% practiced in the hospital which we do but it was that you were owned by a larger group of physicians essentially. Florida was working towards independent practice when I was there. Colorado is an independent-practiced state for nurse practitioners which is really cool because we don't have to have that oversight. I don't know if Florida ever got there but I know it varies state to state on if you have to be overseen by a physician or not. Honestly, that's why a lot of people when they are ready to become a midwife, if they don't have independent practice rights as a CNM even if they are a nurse, they will go for a CPM which is a certified professional midwife because they actually have more autonomy to do what they want outside of the hospital because they are not bound by all of the laws and stipulations which is interesting. Meagan: Exactly. I think that's a big thing– the CPM/CNM thing when people are looking for midwives. Do you have any suggestions about CPM versus CNM? If a VBAC mom is looking at a CPM, is that a safe and reasonable option?Paige: Absolutely. Yes. I think CPMs and CNMs are both reasonable, safe options. They both have training in that. They both can honor your holistic journey. I would say the biggest thing is who you feel most connected to because I think trusting your team, you will have people who have the worst birthing outcome and horrible stories but they are like, “I look back and I feel so good about it because I trusted my team.” I think that is what's important. If a CPM seems like your person and that's who you are going to trust, then that's who you should go for whereas a CNM, if that seems like that's your person and who you trust, I think that would be a good route too. I think a lot of people think, “Oh, they do home births. They must catch babies in a barn and there is no regulation. Even sometimes when I say, “midwife,” people are like, “What? Do you dress like a nun and catch babies in a barn?”Meagan: Yes, this is real though. These are real thoughts. If you are listening, and not to make fun of you if you think this, this is a real thing. This is a myth surrounding midwifery care, especially out-of-hospital midwives where a lot of people think a lot of different things. Paige: Absolutely. Meagan: I think I had a chicken chaser or something where a dad was like, “Do you chase chickens?” I was like, “What?” He said, “Well, that's what the midwives do so that's what the doulas do.” I'm like, “What? No, we don't chase chickens.” Paige: That is such old-school thinking but realistically, midwives started in the home and that was their history. It's cool that they've been able to step into the hospital and bring some of that back into the hospital because I think that is needed. Meagan: It is needed, yeah. Paige: We are starting to see that physicians are starting to be a little bit more holistic and see things in the whole picture, but I'm glad that the midwives did step into the hospital because I think that needed to be there but I'm so glad that people are still doing it at home because I think that is such a good option for people. Meagan: Yeah, so talking abou the midwives in the hospital, a lot of people are talking about how they are overseen by OBs. Is this common? Does this happen where you are at? You kind of said you are separated but do the hospital midwives in your area or in most areas, are they always overseen by OBs? Paige: Not necessarily. It would vary state to state and hospital to hospital. We actually just got privileges and admitting privileges a couple of years ago. Actually, my boss, Jess, who owns the practice where I work, had worked in Denver where they were allowed to admit their patients and everything. They didn't have to have any physician oversight but when she was there, she had to have physician oversight. She was like, “It's an hour drive north, why would that make a difference?” It was the same hospital system so she fought when she bought the practice and the physician who owned it prior left, she was alone and she had to have that physician oversight so she fought for independent practice privileges and she got it. Some of the midwives at first weren't so happy about it because they had liked being overseen by the doctor and someone signing off on all of their things. Some of the midwives were like, “Finally. We should be able to practice independently.” It's going to vary at each place. But I think that's a good thing to ask, “If something is going wrong, will a physician just come unannounced into my room in the hospital?” That's not the case with ours. We have to invite them in and if we are inviting them in, we've probably had a conversation multiple times with the patient where it's like, we need to have this. Meagan: Yeah. For the patients who do have the oversight of the OBs, do you have any suggestions? I feel like sometimes, at least here in Utah with my own doula clients when we have that situation, it can get a little confusing and hard when we've got an OB over here saying one thing but then we've got a midwife saying another. For instance with a VBAC candidate, “Oh, you really have a lower chance of having a VBAC. I'll support it. I'll sign off, but you have a really low chance,” but then the midwife is like, “Don't worry about that. You actually have a great chance. It is totally possible.” It gets confusing. Paige: Yeah, and it's like, who do you trust in that scenario? I think that's where evidence comes in because I think midwives and physicians both practice evidence-based but some people may have newer evidence than others. I've worked with OBs who probably roll over in their grave when I say certain things because it wasn't the old way but it is the new way. If somebody can come in with their own evidence and they're like, “I've looked into this and I think I'm a good candidate for x, y, and z,” I think physicians respond well to that because they are like, “Okay, they've done their research. Maybe I need to do some research.” Meagan: Yeah. Paige: When they have that thought, they know that this is an educated person and I can't just say whatever I want and they're going to take my word as the Holy Bible. Meagan: Yeah. No, really. Exactly. It always comes down to education and the more information we can have in our toolbelt or in our toolbox or whatever it may be, it's powerful so I love that you point that out. I think it's also important to note that if you do have two providers saying different things, that it's okay to ask for that evidence. “Hey, you had mentioned this. Can you tell me where you got that from or why you are saying that?” Then you can discuss that with your other provider. Paige: Yeah, and following intuition too. I think you can have all of the evidence in the world. What is your gut telling you too? Who do you trust more and what feels right in your body in the moment? I think we are all experts of our own bodies and there's a lot that goes into a VBAC and stuff like that. It's more than just the evidence. People have to feel mentally and physically ready for it too. I wish more people focused sometimes on the mental and spiritual aspect of it because I think a lot of people get ready physically but maybe mentally they weren't prepared for the emotional switch there. Meagan: Totally. Thinking about that, Paige, I mean Lily, tell us a little bit about why you went the midwifery route. I know you really wanted to find the right provider. Lily: Yeah. So I think for me, I have always been drawn to midwifery care. I was a little bit of a birth nerd prior to even working for The VBAC Link or even having my own kiddos. Prior to my son, we had a miscarriage and an ectopic pregnancy so I experienced OB care with my ectopic. I was bounced around a lot in a practice and had OBs who were great and equally some OBs where it was such a rushed visit that I had an OB miss an infection in my incisions because my pain was dismissed and just some really tough stuff. When it came to getting our rainbow rainbow baby, I was like, I really don't want to be in a hospital at all. I want midwives. That's the route that we went. The very brief story of my son is that he flipped breech 44 hours into labor and that's when we legally had to transfer to the hospital and I had my Cesarean. So in planning my VBAC, I planned to go back to the birth center and was a little devastated when it was out of our financial means this time. I was so panicked. I remember texting you, Meagan, and being like, “What do I do? I can't be at the birth center anymore and I don't want to be in a hospital.” We interviewed another birth center that's about an hour away that is in network with our insurance and talk about trusting your gut, it just didn't feel right. It didn't feel warm and fuzzy. Those are the feelings I got with our first birth center. I loved them so much and I still do. Then I met with Paige and her practice partner, Jess, and I came in loaded to the teeth. I was prepared to fight with someone because that's what I had in my brain and that's what I expected. I sat down with them. They met me after hours after clinic. I sat down with my three pages of questions and by the way, if you are listening and you have questions, we have a great blog on it and some social media posts of the questions that I specifically used. We talked for over an hour and every question I asked, they just had the ultimate answer to. I felt so at peace after talking with both of them and I remember telling my husband going into it, “I'm really worried that I'm going to like these people because I don't want to deliver at a hospital and then I'm going to have to choose a far away birth center that is out-of-hospital or providers that I like but it's a hospital.” It just feels like everything has been serendipitous for us. Our hospital opened a low-intervention portion of their birth floor so I'll still get to have the birth tub and all of the things, but truly have just been blow away by Paige and have just buddied up. She's dealt with all of my anxiety in pregnancy and VBAC and all of my questions. It just feels like such holistic care compared to my experience with OBs in the past. Meagan: That is so amazing and I was actually going to ask how has your care been during this pregnancy? It sounds like it's just been absolutely incredible and exactly what you needed. I remember you texting me and feeling that, oh crap. I don't know what to do. What do I do? You know? I just think it's so great that you have found Paige. Did you say that Jess is your partner? Paige: Yes. Meagan: Jess, yeah. I'm so glad that you found them because it really does sound like you are exactly where you need to be. Lily: Yeah. It made a huge difference for me and I just tell Paige all the time I truly didn't know that care in a hospital setting could look the way that it does. I feel like I'm getting– I experienced birth center care. I had an out-of-hospital experience until we transferred and I can say with confidence that my care has been the same if not better with Paige and just having the conversations and the good stuff and feeling really safe and confident. One thing that they pointed out that I thought was great when I went in and asked all of my questions is that Jess looked at me and she was like, “Okay, it sounds like you have a lot of anxiety around hospital transfer.” And I did. With my son, that was my worst fear and it came true. I had a lot of anxious, what if I have to transfer? She was like, “The thing is there is no transferring. We can induce you if you need to be induced and we can come with you into the OR with your Cesarean if that ever happened to be another thing.” For me, that brought a lot of peace to know that no matter what, the provider that I know and feel comfortable with is going to be with me. I again, didn't expect to feel that way, but it's been a really great reassurance for me personally. Meagan: Yeah. It's the same with a doula. Knowing that there's someone in your corner that you know who you've established care with who can follow you to your birth with you in your journey is just so comforting. So Paige, I wanted to talk about midwifery care and also just lowering the chance of Cesarean. Sometimes people do choose midwifery care specifically because they are like, “I think I have a lower chance of a Cesarean if I go the midwifery route.” Can we talk to that a little bit?Paige: Yes, that's true. A lot of people know that there are benefits to midwives but I think when people think of midwives, it's just like, “Oh, it's just a better experience. I trust my team more.” That's definitely there. There have been studies and people felt more at peace and empowered through their birthing journeys with midwives than they did with OBs. It's been studied but there is also a decrease in C-section risk. Your C-section risk drops 30-40% when you have a midwife which I think is a pretty significant drop. Meagan: Yeah. Paige: Yeah, especially when we look at the United States at our birthing outcomes and birthing mortality and C-section rates, it is way too high for as developed of a country as we are. I think that's really where midwifery care is stepping in and starting to help lower those rates to get it down to where it should be. The World Health Organization has been nominating and promoting midwifery care because it really is the answer to how we get these C-section rates lowered and these bad outcomes lowered. Midwives also have lower chance of an operative vaginal birth. That would be with forceps or a vacuum or an episiotomy so lower chances of those things as well. Lower chance of preterm birth which is interesting and probably because one, we do take lower-risk people. I think that's true but also because we are looking at it holistically. We are looking at everything. We are not just looking at you as a sick person. A lot of people look at pregnancy as an illness and pregnancy is not an illness. It's just a natural part of life and we've got to look at the whole picture of life if we're just going to look at the one thing too. I think that helps to reduce preterm birth risk. We also have lower interventions just overall. We're more in tune with people's bodies and we want to honor what their bodies are meant to do. Labor is supposed to happen naturally. It's not this big medical intervention that occasionally happens naturally. It's this natural process that occasionally needs medical intervention. The midwifery model is so important. I think when you go to the traditional medical model, you look at the present illness so they see pregnancy as an illness. What can go wrong? Don't get me wrong. There are a sleu of things that can go wrong in pregnancy and you do have to watch for them. But I think with midwifery care, you know when to use your hands but you also know when to sit on them. Meagan: Yes. Oh my gosh. I love that so much. I feel like we need– we used to get quotes from our podcast episodes and turn them into t-shirts and I feel like that is a t-shirt podcast quote-worthy. Oh my gosh. It's a worthy quote. That is amazing and it's so true though. Paige: It is. Meagan: It's not to rag on OBs. You guys, OBs are amazing. They are wonderful. They do an amazing job. We love the. But there is something different with midwifery care. You mentioned preterm birth. I remember when I was going through my interview process to have my VBAC after two C-section baby and I finally established care mid-pregnancy because I switched. That was one of the things in the very beginning that my midwife was like, “Let's talk about things. Let's talk about nutrition. Let's talk about supplements. Let's talk about where you are at.” It was just honing in on that which I was surprised by because I figured she'd be like, “Let's talk about your history. Let's talk about this,” but it was like, “No. Let's talk about what we can do to make sure you have the healthiest pregnancy,” but also started commentingo n mental stuff. It helped me get healthy in my mind. I just would never have had that experience with OB where they wanted to learn what I was scared about and what I was feeling and all of those things. Not only was I learning how to nourish myself physically, but mentally and it was just a really big deal. I do feel like it played a big impact in my labor. Paige: Yeah. A lot of people discredit how much nutrition and debunking fears and stuff like that can go because I think a lot of that– I mean, we look at nutrition-wise and we could avoid almost all of preeclampsia with nutrition alone which is incredible. I'm like, “I really think you should read Real Food for Pregnancy and people are like, “Oh, but it's such a big book,” and I'm like, “But it's so important to know this information about what we should be putting in our bodies.” 100 grams of protein– you've already got it. Meagan: I want to see how many pages for it. It's got, okay. We've got 300 pages but it has recipes and all of these amazing things in the end so it's not even a full book. Paige: Yes. People are like, “Oh man, I don't know if I want to read the whole thing,” but I'm like, “It's so important.” I think when people do read it, they come back and are like, “Did you know that I could decrease my risk of this if I ate more Vitamin A?” I'm like, “Yes. That's why I wanted you to read this book.” It is a wealth of information and I have such healthier pregnancy outcomes when people follow that high protein diet and looking at micronutrients with their Vitamin A, their choline, and all sorts of things. Meagan: Yeah. All of the things that we talk about a lot here on the podcast because we are partnered with Needed and we love them so much because we talk about the choline and the Vitamin A and the Vitamin B's and the Vitamin D's. Lily Nichols, not this Lily on the podcast today, she also wrote Real Food for Gestational Diabetes and that's another really powerful book as well. But yeah. It's just hard because OBs don't tend to have the time. I think some OBs would actually love the time to sit down and dig deep into this but they don't have the time either. I do think that's a big difference between OBs and midwives. What does your standard prenatal look like? When a mom comes in, a patient comes in, what do you guys do through a visit? Paige: Yeah. We follow the standard what everywhere in America does like once a month roughly in the first trimester and second trimester then when you hit 28 weeks, every 2 weeks, and then when you hit 36 weeks, every week. If you go to 41, we'll see you twice in that week. We follow those stipulations but our appointments are a little bit longer. When you are in a big practice, a lot of time it's driven by RVU use so the more patients somebody can see, the more they are going to get paid and the bigger their bonus is at the end of year. A lot of people feel like they are running through the cattle herd and they've been in and out in 15 minutes if that. At my practice, it's a little bit different because we are not RVU based. We're not getting any bonus. We're not trying to see as many patients as we can. Will we ever be the richest at what we do? No, but that's okay with me and Jess. We are small on purpose and we love to take the time. At Lily's appointments, we always book her for at least 30 minutes because we know that me and her like to talk. We've done an hour for some people because we know there is always going to be that long conversation. Don't get me wrong though, that fourth mom whose had three vaginal births and going for her fourth, she may be like, “Paige, there's really nothing to talk about today and that's okay.” Sometimes they are 15 minutes. Sometimes they are 30. Sometimes they are an hour. Our first appointment is always an hour because there is just so much to dive into with how we can be preparing ourselves, what does your history look like especially if they are brand new to our practice and we've never met them before, starting to build that relationship early on. It just depends on how far along they are, who the person is, and those things. But I do like that I can spend as much time as I need. Sometimes I tell my people, “Bring a book because I tend to get behind because I tend to talk to people longer than I book for,” but that's okay. We know that we can do that because we are a smaller practice. I think when people are thinking about what kind of care they want, they should probably consider how are these people paid? Is it by how many they can see in a day? Because you're probably going to get a different level of care than a practice that isn't drive by those RVUs. Yeah, that's a really good point. I feel like my shortest visit with my midwife was 20 minutes. Paige: Yeah. Lily: Yeah. Meagan: Which to me is pretty dang long because when I was going with my other two daughters, I think it was probably 6-7 minutes if that with my provider. I mean, it was get in. My nurse would check my fundal height and all of that and then oh, the doctor will be in here. Then came in, quick out. Yeah. It is really, really different. Lily: I know for me too, I love that we don't just talk about nutrition and things like that but even in my last appointment, I was talking with Paige about the things that can be triggering coming back into labor and going back into a hospital so my ectopic pregnancy was at the hospital that I'll be delivering at and I had to go into the emergency room and the way that you go to labor and delivery after hours is through the ER so Paige and I were talking. She was like, “I can just meet you outside. We will badge you in and we will avoid the emergency room if that feels triggering.” It's just those things that you don't get with an OB necessarily to talk through tiny little triggers. They are probably generally less accommodating to those little things of, “Well that's just the standard. You're going to have to get over that and just go through the ED and come on up.” I think that's been huge. I also have a dear friend who is going to school to be an OB. I told Paige at my last appointment that she may possibly be at my birth. She's my crunchy friend so she'll be a great OB but I have such a desire to be like, “Come see a VBAC. Come see it so that you have it in your brain and you know that they can be safe and look at what can be done,” so I think that is so huge too as we continue to train and uplift our next generation of providers. What does that look like to show them? I think her internship or something is going to be a midwife and OB partnership practice which is really cool but I'm like, “Yes. Come. Come to my birth. Please. I want you to see all the things.” That's really cool too and that Paige is open to, “My friend might be there.” Meagan: Yeah. Paige: Bring whoever. Meagan: I love that. I love that you were pointing out too this next generation of providers. Let's see that birth and VBAC is actually very normal and very possible because there's a lot of people who have maybe seen trauma or an unfortunate situation which could have happened because we blasted them with interventions or could have happened out of a fluke thing. You don't know all of the time. But I do think if we can keep trying to get these providers, these new provider to see a different light, we will also see that Cesarean rate drop a little bit. We really, I always tell people that we have a problem. They're like, “It's really not that big of a deal.” I'm like, “No, it's a very big deal. It's a very, very big deal. We have a problem in this medical world.” I do believe that it needs to change and midwifery care is definitely going to impact that. I hope that what you were saying in the beginning how policies don't trump a lot of the midwives. I wanted to ask you. This isn't something we talked about, but is it possible to ask your midwife, “Hey, what policies do you lie under?” Is that appropriate? Paige: Yes. Actually, that was one of my favorite things when Lily came in to meet and greet us. She came and she was like, “What are the policies for a VBAC?” We dove into that. We've been diving into that and what are we going to be okay with and what are we not going to be okay with? That's the beauty is that I'm not employed by the larger hospital system that I work under so I feel like a policy is not a law. I feel like there is informed consent and I think informed consent is so important but at the same time, there is informed declination and you should be able to decline anything. That's true. We can never force anybody into surgery. We can never force anybody into anything. I think a lot of people aren't having those conversations where it's actually informed so then people are like, “Oh, they are just refusing everything.” I hate the word refuse because no, they are not refusing it. They are declining it because they are informed. They know the risk. They have all the information at their fingertips and they know that this is the best decision for them and their baby and we have to honor that. That's why I'm really glad that I'm able to practice in that way, but I do know I've met and I've worked with people who feel like they are boxed in and have to follow those policies. We've started to talk about what our policies are with TOLACs and VBACs and things like that. One of them is that they are supposed to have two IVs. I've already gone against that before and I've had a beautiful, unmedicated VBAC. She walked in. I said, “We've talked about it. She was also laboring outside when we talked about it. It's not an issue when you come in. You know what? When we get up there, I'm just going to tell them that you know why they recommend two IVs and you are declining.” She walks in and she's clearly going to have this baby within the hour. I told the nurse, “We're not doing the IVs. We've talked about it. We're going to decline them.” That was the end of the discussion. We didn't have to talk about it again which was nice. She shouldn't have had to advocate in that moment for herself. We've already had those conversations. Meagan: Yes. Paige: Another one is continuous monitoring and the whole idea is if you start to rupture, that's how we are going to catch it. The baby is going to tank and that's how we are going to save the baby's life. Don't get me wrong. I think continuous monitoring can be really valuable for a lot of things but it's actually not evidence-based. We have not improved neonatal outcomes with continuous fetal monitoring. We've talked about that with Lily and she's going to opt for intermittent oscillation and I think that's very appropriate because she plans to go unmedicated. Let's be honest, if you are unmedicated and your uterus starts to rupture, moms will tell me that something is not right. This is beyond labor. Her saying that and being aware of that, we would notice it a lot sooner than we would the baby tanking kind of thing. Meagan: Yeah. I do know that with uterine rupture, we can have decelerations but like you were saying, there's usually so many other signs before baby is actually even struggling and I know a couple of uterine rupture stories where providers didn't believe the mom that something was going on because that one thing wasn't happening. The baby wasn't struggling. Paige: Yes. Meagan: It's like, you guys! When it comes to continuous fetal monitoring in the hospital, people have to fight to have that intermittent. It's yeah. Anyway. These policies are not law. I love that you said that too. There's another t-shirt quote. Paige: I think people should start asking if they are planning a VBAC, start asking what is the policy and start thinking, is that what they want? I do have some moms who are like, “No, I want the two IVs because it's hard for me to get a stick,” and they need that backup in case. That makes them feel more at peace but other people are like, “It makes me feel like a patient. I don't like it.” People don't like needles and that's okay. They have that right to say no. I tell people that in a true emergency, we will get an IV in you if something really, really bad were to be happening. That's part of training if somebody walks in off the street. We're not going to be like, “Oh, when was the last time you ate? Sorry, you can't have the surgery.” We know something bad is happening right now. We will get the IVs. We will do all of the things. Getting the IVs really won't save as much time as people think it will. Meagan: Yeah, and there are other things. Say we are having our baby and we are having higher blood loss than we would like or we have some concern of some hemorrhaging, there are other things that we can do. We can put Pitocin in a leg. We can do Cytotec rectally. There are things that we can do. We can get that baby to our breast and start stimulating and try to help that way. There are things that we can do while we are waiting for an IV, right? Paige: Yes. I tell people that all the time. Most of the postpartum hemorrhage meds that we use can be given without an IV. There is only one that truly has to be given through an IV and that's TXA but the rest can all be given other routes. A lot of times, those work better than IV Pitocin. Sometimes the ion Pitocin works better. Sometimes the ion Methergine works better. It's not this, oh we have to have a little just in case kind of thing because if there was a just in case moment, yes. We can be working on the IV and doing other things. I have to be kind of secretive about it. I have tinctures and stuff with shepherd's purse and yarrow. Those things actually have great evidence. They are really helpful for postpartum blood loss. I have a lot of moms who are more interested in doing something more holistic and natural before they try medication. Cypress essential oil, you can rub that in. I'll have doulas use my cypress roller and give them a massage while I'm trying to manage the hemorrhage and that cypress oil can help a lot too. Sometimes going back to our instinctual, old medicine that we have been using well before medicine was used for birth. Meagan: Yeah. This is a random question for both of you. Lil, I really wonder if you have seen it or heard about this too because you are so heavily in our DMs. This is going to be weird. People are going to be like, what? But I did this. We did this because we weren't sure. We cut the umbilical cord and put it in our mouth. It's really weird. Paige is like, what? You put it down in the gum area like in between your teeth and your cheek. It sits there. Okay, you guys. I've seen it just a couple of times, myself included. Yes, I put my umbilical cord in my mouth. Yes, it's weird. Paige: That's okay. Meagan: It felt like a little gummy. It was fine. I wasn't chewing on it. It was just sitting there. But anyway, it's weird but with my other client too we did it and all of her hemorrhaging symptoms just went away. Paige: That's cool. Meagan: I know this is really random but we just cut a little piece of our umbilical cord and put it in their mouth. Paige: That's so interesting. So a piece of the umbilical cord or the entire thing once it's clamped and cut and still attached? Meagan: They clamped and cut it, cut a piece, and put it in my mouth. Paige: I would be so willing to try that. I mean, what is there in that nun? Meagan: I don't know. I don't know, but it did diminish the hemorrhaging symptoms. Paige: Cool. Meagan: So very interesting, right? Okay, so are midwives restricted when it comes to VBAC on what they can accept? Lily, you are a VBAC. I was a VBAC after two C-sections. You can obviously take Lily. Could you accept me?Paige: Yes. Luckily in midwifery care, at least in Colorado, there is a lot of gray for certified nurse midwives. It's not always black and white. VBACs are okay but there is no direct, “Oh, if you have this many C-sections, we can't do it.” I think that's because ACOG also strangely doesn't have an opinion on that. They actually agree. There is limited evidence beyond one C-section. My practice has done several VBACs after two Cesareans. I don't think we've ever done one for a third or greater than two probably because I think those people a lot of times don't even consider VBAC and they just already have been seeing their doctor for their repeat C-section with each pregnancy. But I'd love to see more people going for a VBAC after multiple Cesareans because I think VBACs after two Cesareans have a whole different level of feeling empowered after that. I thin that's really cool and even special scars and stuff, there is really limited evidence on all of these things and I'd like to see more people pushing the limits a little bit. Especially since I am in a hospital, I do have an OB hospitalist on call 24/7 at the disposal of my fingertips if I need them. We are close to an OR so I think if for somebody the fear is there and they are like, “I just don't know if it's more risky because of this,” I think it's worth it to try because the more people who go for it and are successful, the better evidence we're going to get from it. Meagan: Yeah. That is exactly what I am thinking. There's not a lot of evidence after two Cesareans because it's just not happening. It hasn't really been studied and a lot of that is because people aren't even given the option. Paige: Yeah. I'll have people where it is their third or fourth C-section and they were never even given that option. They were told, “Oh, I was told I have CPD.” I'm like, “The chances of you actually having CPD are low.” Then you look at their records and it was fetal distress or something like that. Yeah. CPD is so rare. I've heard it so many times. “Baby is never going to come out of that pelvis ever.” That breaks my heart every time I hear it because there are times when I'm like, I don't know and then an 8-pound baby comes out. We can't go off of those things because the body does what it's supposed to in those moments. Don't get me wrong. Things do go wrong and C-sections do happen sometimes but yeah. To hear everybody has CPD just because they've had three C-sections, I'm like, I don't know. That would be quite a few people. Way more than we know are true. Meagan: Yeah. We're all walking around with tiny pelvises. That's just what everyone thinks anyway.Lily, being in our DMs, hearing the podcast, understanding and seeing so many of these people and what they say, do you have any advice for them when they are looking for their provider or just any advice in general? Do you have any advice from a VBAC-prepping mom? Lily: Yeah, I think for me, it is to go into it open-handed. I think we hear so many horror stories about providers often and I think that's why I went into looking for a provider with both fists up ready to fight and what has surprised me the most is just I think I said earlier that I didn't know hospital care could look like this. I remember we even posted something and I had posted on The VBAC Link that a hospital birth can be equally as beautiful as an out-of-hospital birth and there were people arguing and people saying, “No, absolutely that's not possible. That's not a thing.” Gosh, how discouraging if we go into things thinking that we can't have beautiful outcomes in different settings. Certainly, there are areas around our country that need improvement. There's not a low-intervention floor at every hospital and there are not midwives who are doing what Paige is doing everywhere but I think the more that we seek out that care and look for that care and advocate for that care, the more we will see it. As much as it sucks that we have to be our advocates, it's also a really cool opportunity that we pave the way for VBAC moms and the moms who have never had a C-section that we are paving the way for care that doesn't end up in a Cesarean. I would just say to be open-handed and yes. You can be prepared to fight and you can be prepared with your statistics. Be prepared to ask the why behind questions, but ultimately, I think that care can be so much more than we expected if we go into it thinking, Gosh, well what can I get out of this and how can I make these things happen? Like Paige said, we've had lots of conversations around, Well, this is the policy, but the policy is not the law. I'm here to support you in that. At our last appointment, she was like, “Hey, make sure you bring your doula to your appointment where we are going to talk about your birth plan because I want to make sure that she is there, that we all hear each other, that we are on the same page.” I think that's helpful too. And then having a doula. My doula was my doula with my C-section. She was with us. She was whoever was on call at the birth center actually and again, I think it was so serendipitous because she is a VBAC mom. I think I needed her then and I'm so stoked to have her now that she is just a really special human who I know is also always in my corner and constantly texting her like, “Oh my gosh, look at the new birth rooms. Oh my gosh, I had this great conversation. Oh my gosh, I'm so excited.” I think having your doula there to be your partner in advocacy is really helpful too. Meagan: Yes. Okay, that's a good question too when it comes to doulas and midwives. Sometimes I think people think that if I'm hiring a midwife, I don't need a doula and then we of course know that a lot of people just mistake doulas and midwives together. But Paige, how do you feel about doula care and working with doula care? Is it necessary? How do you work together as doula and midwife?Paige: Yes. I love doulas. I wish everybody had access to a doula truly because doulas, just like midwives, have been studied and they have better birth outcomes, more empowered births, and all of the things. Doulas are so important and doulas and midwives work really closely. I think a doula is there with that constant presence, that constant helping with anything and a really good advocate which I think is important especially if you don't have a good relationship with your provider maybe or you don't know who you're going to get. Maybe you see 7 different providers and you get who you're going to get when you're in labor. So to have that doula there to constantly be advocating for you is such an important piece. Yeah, I really wish everybody could have access to a doula because it just makes a world of difference. I can't think of any bad outcomes I've ever had when a doula was present. It's just a different level of care. Usually, people who have sought out a doula have also taken the time to seek out and do all of the things that are going to make a healthier pregnancy and a better birthing outcome. It's why I think everybody deserves doula care. It's because it does lead to better outcomes. Midwives are always known to work closely with doulas and really support them. It's a team effort. Meagan: Yeah. Yeah. We love our relationships with our midwives here. It's really great to just know how we work and know how we need to support the client and it is sometimes hard when we go to a hospital and we don't know who we are getting. And sometimes that OB or that midwife we have worked with before and sometimes it's a whole new face so it does bring us comfort to know that the client and the family know us and we know them and we can all work together. I love that. Okay, do either of you guys have anything else that you would like to say to our beautiful VBAC community before we go? Paige: I don't think so. Yeah, thank you so much for having me. This was wonderful and I just hope that everybody who is thinking about a VBAC really does their research and looks for the best provider and really finds that perfect fit because there are so many good providers out there– OBs, midwives, professional midwives, all the things. Meagan: I agree. It's okay to interview multiple people. It's also okay that if mid-pregnancy, the end of pregnancy, during, and even in labor that if something is not feeling right, you can request a different provider. You can go out and start interviewing again and find that provider that is right for you. Paige: Yes. Meagan: Well, thank you Paige and Lily for joining us today, and thank you so much for doing so much in your community. I really love your setup and hope that we can see that type of setup happening in the US because it just feels perfect in a lot of ways. Yeah. Yes. I'm loving it. Okay, ladies. Well, thank you so much. Paige: Thank you. Lily: Yeah, thanks, Meagan. Meagan: Bye. Lily: Bye!ClosingWould you like to be a guest on the podcast? Tell us about your experience at thevbaclink.com/share. For more information on all things VBAC including online and in-person VBAC classes, The VBAC Link blog, and Meagan's bio, head over to thevbaclink.com. Congratulations on starting your journey of learning and discovery with The VBAC Link.Support this podcast at — https://redcircle.com/the-vbac-link/donationsAdvertising Inquiries: https://redcircle.com/brands

Happy National Midwifery Week!We are so thankful for and in awe of all midwives do. Great midwives can literally make all the difference. Statistical evidence shows that they can help you have both better birth experiences and outcomes.Meagan and Julie break down the different types of midwives including CNMs, CPM, DEMs, and LPM as well as the settings in which you can find them. They talk about the pros and cons of choosing midwifery care within a hospital or outside of a hospital either at home or in a birth center. We encourage you to interview all types of providers in all types of settings. You may be surprised where your intuition leads you and where you feel is the safest place for you to rock your birth!Midwifery-led Care in Low- and Middle-Income CountriesEvidence-Based Birth Article: The Evidence on MidwivesArticle: Planning a VBAC with Midwifery Care in AustraliaThe VBAC Link Supportive Provider ListNeeded WebsiteHow to VBAC: The Ultimate Prep Course for ParentsFull Transcript under Episode Details Meagan: Hey, hey, hey. You guys, we're talking about midwives today, and when I say we, I mean me and Julie. I have Julie on with us today. Hello, my darling. Julie: Hello! You know, sometimes you've just got to unmute yourself. Meagan: Her headphones were muted, you guys. Julie: Yeah. That's amazing. Meagan: I'm like, “I can't hear you.” You guys, guess what? This is our first month at The VBAC Link where I'm bringing a special subject. Every month we are going to have a week and it's usually going to be the second week of the month where we are going to have a specific topic for those episodes of the week and this is the very first one. It is National Midwives' Week so I thought it would be really fun this week to talk about midwives. We love midwives. We love them. We love them and we are so grateful for them. We want to talk more about the impact that they leave when it comes to our overall experience. Julie: Yes. Meagan: The overall outcomes and honestly, just how flipping amazing they are. We want to talk more and then we'll share of course a story with a midwifery birth. Okay, Julie. You have a review. I'm sticking it to her today to read the review because sometimes I feel like it's nice to switch it up. Julie: Yeah. Let's switch it up. All right, this review– I'm assuming “VBAC Encouragement” is the title of the review.” Meagan: Yes. Julie: “VBAC Encouragement”. It says, “My first birth ended in an emergency Cesarean at 29 weeks and I knew as I was being rolled into the OR that I would go for a VBAC with my next baby. Not long after, The VBAC Link started and I was instantly obsessed.” I love to hear that. “I love the wide range of VBAC and CBAC stories. Listening to the women share honestly and openly was motivating and encouraging. As a doula, this podcast is something that I recommend to my VBAC clients. I'm so thankful for the brave women sharing the good, bad, and ugly of their stories and I'm thankful for Meagan and Julie for holding space for us all.” Aww, I love that. Meagan: I do too. I love the title, “VBAC Encouragement.” That is what this podcast is here for– to encourage you along the way no matter what you choose but to bring that encouragement, that empowerment, and the information from women all over the world literally. All over the world because you guys, we are not alone. I know that sometimes we can feel alone. I feel like sometimes VBAC journeys can feel isolating and it sucks. We don't want you to feel that way so that's why we started the podcast. That's why I'm here. That's why Julie comes on because she misses you and loves you all so much too and we want you to feel that encouragement. Meagan: Okay, you guys. We are talking about midwives. If you have never been cared for by a midwife, I think this is a really great episode to learn more about that and see if midwifery care is something that may apply to you or be something that is desired by you. I know that when I was going along with my VBAC journey, I didn't interview a midwife actually at first. I interviewed OB after OB after OB. Julie did interview a midwife and it didn't go over very well. Julie: No, it was fine. It just didn't feel right at that time. Meagan: What she said didn't make it feel right. What I want to talk about too and the reason why I point that out is because go check out the midwives in your area. Check them out. Go check them out. Really, interview them. Meet with them but guess what? It's okay if it doesn't feel right. It's okay if everyone is like, “Go, go, go. You have to have a midwife. OB no. OB no.” That's not how we are in this podcast. We are like, “Find the right provider for you.” But I do think that midwives are amazing and I do think they bring a different feel and different experience to a birth but even then sometimes you can go and interview a midwife and they're not the right fit. We're going to talk about the types of midwives. This isn't really a type. We're going to be talking about CPM, DEM, and LPM. Julie: In-hospital and out-of-hospital midwives, yeah. Meagan: Yeah, but I also want to talk about the word “medwives”. We have said this in the past where we say, “Oh, that midwife is a ‘medwife'” and what we mean by that is just that they may be more medically-minded. Every midwife is different and every view is different. Like Julie was saying, in-hospital, out-of-hospital, you may have more of a ‘medwife' out of the hospital, but guess what? I've also seen some out-of-hospital midwives who act more like, ‘medwives', really truly. Again, it goes back to finding the right person for you. But can we talk about that? The CPM or DEM? CPM is a certified professional midwife or direct entry midwife, right? Am I correct?Julie: Right. It's really interesting because all over the world, the requirements for midwifery are different. You're going to find different requirements in each country than in the United States, every state has its different requirements and laws surrounding midwifery care. In some states, out-of-hospital midwives cannot attend VBAC at all or they can as long as it's in a birth center. Or sometimes CNM– is a certified nurse midwife which is the credential that you have to have if you are going to work in a hospital but there are some CNMs who do out-of-hospital births as well. There is CPM which is a certified professional midwife which a lot of the midwives are out-of-hospital. That means they have taken the NARM exam which is the national association of registered midwives so they are registered with a national association.Meagan: Northern American Registry of Midwives. Julie: Oh yes. They have completed hundreds of births, lots and lots of hours, gone through the entire certification process and that's a certified midwife. Now, a licensed midwife which is a LDEM, a licensed direct-entry midwife just simply means that they hold licensure with the state. Licencsed midwife and certified midwife is different. Certified means they are certified with the board. Licensed means they are licensed with the state and usually licensed midwives can carry things like Pitocin, Methergine, antibiotics for GBS and things like that which is what the difference is. Licensed means they can have access to these different drugs for care. Meagan: Like Pitocin, and certain things through the IV, medications for hemorrhage, antibiotics, yes. Julie: Right, then CPMs who are certified, yeah. There are arguments for both. And DEM, direct entry midwife means that they are not certified or licensed. That doesn't mean that they are less than, it just means that they are not bound by the rules of NARM or the state. Now, there are again arguments for and against all of these different types. I mean, there are pros and cons to holding certification, holding licensure, and not holding certification and not holding licensure. Each midwife has to decide which route is best for them. Certified nurse-midwife obviously has access to all of the drugs and all of the things. They are certified and licensed. You could call it that but they have to have hospital privileges if they want to deliver in the hospital. You can't just be a CNM and show up to any hospital to deliver with them. They have to have privileges at that hospital. They have to work and be associated with a hospital just like an OB. An OB has to have privileges at any hospital. They can't just walk into any old hospital and deliver a baby. Meagan: Right. I think it's important to know the differences between the providers who you are looking at. Like she was saying, with a CNM, you are more likely to have that type of midwife in a hospital setting than you would be outside of the hospital but sometimes there are still CNMs who have privileges and choose to do birth outside of the hospital. I think it's an important thing to one, know the different types of midwives and two, know what's important to you. There are a lot of people who are like, “I will not birth with anyone else but a CNM.” That's okay. That's okay but you have to find what works best for you. Julie: Sorry, can I add in? Meagan: You're fine. Yeah. Julie: It's also important that you are familiar with the laws in your state if you are going out of the hospital. I don't want this episode to turn into a home birth episode. It should be about all of the midwives in all of the locations, but also, know what the laws are in your state and in your specific area about midwives. In Utah, we are really lucky because we have access to all the types of midwives in all the different locations, but not everywhere is like that. Yeah. Just a little plug-in for that. Meagan: Yes. I agree. I agree. I did mention that I didn't really go for midwifery care when I was looking for my VBAC– Lyla, my second. I don't even know why other than in my mind, this is going to sound so bad but in my mind, I was told that midwives are undereducated. Julie: Less qualified? Meagan: Less qualified to support VBAC. I was told this by many people out in the world and I just believed it. Again, I have grown a lot over the years. It's been so great and I'm glad that I have. That's just where I was.Julie: A lot of people think that though. People don't know. They just don't know. Meagan: No, they don't know so I wanted to boom. Did you hear it? I'm smashing it. Julie: Snipping it. Meagan: That is a myth that is going to be smashed. Midwives are fully capable of supporting you during your VBAC journey. We are going to start going over some stats and things about how midwives really actually do impact VBAC in a positive way but you may even run into and at least I know there are some places here in Utah where providers kind of oversee the midwifery groups in these hospitals and a lot of them will say that midwives are unable to support VBAC. That's another thing that you need to make sure you are asking if you are going in the hospital when you are birthing with midwives because a lot of times you are being seen with your midwife, you're treated by your midwife and everything is great. You've got this relationship with these midwives and then you go into labor and all of a sudden you have an OB overseeing your care because that midwife can oversee your pregnancy but not your birth. Know that that is a thing so make sure that if you are birthing in a hospital with a midwife that you ask, “Will I be birthing with the midwives or am I going to be seen by an OB?” But also know, like I said, you can be seen in a hospital by a midwife. Okay, let's talk about some evidence and what midwives bring to the table and maybe some differences that midwives bring to the table because I do think that in a lot of ways, it is scary to think, Okay. If I have to have a C-section, if I do not have this VBAC and I have to go to a C-section and I have to be treated by an OB– because midwives do not perform Cesareans. They do assist. Let me just say, a lot of midwives come in and they assist a Cesarean, but they do not perform the main Cesarean, that can be intimidating because you want your same provider but I don't know if that's necessarily needed all of the time. Maybe to someone that is. But just know that yes, they cannot perform a Cesarean but they often can assist. That's another good question to ask your midwife, especially in the hospital. If I go to a Cesarean, who will perform it and will you be there no matter what?Okay, let's talk about it. Let's talk about the evidence. Let's talk about experiences and how they can differ. Julie: Do you know what is so funny? I want to go back and touch on the beginning where you said you didn't know and you thought that midwives were less qualified and honestly especially in-hospital, in-hospital midwives– I want everyone to turn their ears on right now– have the exact same training and skills to deliver a baby vaginally as an OB does. The difference between a midwife and an OB in a hospital is a midwife cannot do surgery. I just want to say that very concisely. They are just as qualified. They can even do forceps deliveries. They can do an episiotomy if an episiotomy is necessary. They can do vacuum assist. Well, some hospitals have policies where they will or will not allow a midwife to do forceps or a vacuum but they can administer all different types of medications. They can literally do everything. They can do everything except for the surgery in the hospital.Out of the hospital, I would argue that they still have similar training depending on if they are licensed or not. They may or may not be carrying medications like Pitocin, Methergine, antibiotics, IV fluids, and things like that. But out-of-hospital midwives, many of them, at least the licensed ones, carry those things and can provide the same level of care. The only difference between– not the only difference, a big difference between out-of-hospital midwives and in-hospital midwives is they don't have immediate access to the OR and an OB. But guess what? In states like Utah and many, many states operate similarly, there are very strict and efficient transfer protocols in place so that when a midwife decides you need to transfer, say you are birthing at home, first of all, a midwife is going to be with you a big chunk of the time. They are going to be with you. They're going to be noticing things. They're going to be seeing things. They're not going to be there for just the last 10 minutes of deliveries like these OBs are. They are going to be in your house. I feel like out-of-hospital midwives are more present with you than in-hospital midwives even. They're going to notice things. They're going to see things. They're going to notice trends a lot of the time before a situation becomes emergent if you need to be transferred. There are those random last-second emergencies and there are protocols for how to handle those too, but the majority of the time when there is a transfer needed, you are going to be received at the hospital. The hospital is already going to have your records. They're already going to know what you're coming in for and they're going to be able to seamlessly take over your care, no matter what that looks like there. Now there are rare emergencies when you might need care within seconds. However, those are incredibly rare and that is one of the risks. Those are some of the risks that you need to consider when you think about out-of-hospital versus in-hospital care. But often, I have seen many instances where things have safely gotten transferred to a hospital before they reach the level of needing that severe emergent care. I think that is the biggest thing people don't understand. I don't know how many people I've talked to as a doula and as a birth photographer where they don't want to birth at home because they don't understand the level of care that is provided by out-of-hospital midwives. I'm thinking of a birth I just went to last summer and she was thinking about home birth but the husband was like– this was 36 weeks so they weren't comfortable transferring or anything like that, but I was like, “These home birth midwives are trained in emergencies. They know how to handle all of the same obstetric emergencies in the exact same ways that they do in the hospital. They know how to handle them and address them. If a transfer is necessary, they are going to transfer you. They carry medication. They have stethoscopes and fetal monitors and everything that they do in the hospital to care for you.” The dad was like, “Oh, I didn't know that.” It's not your mom coming to help you deliver your baby. It's a trained, qualified medical professional. I don't know. I saw this quote. Never mind. I'm not circling back. I'm going in a completely different direction. I saw this quote or a little meme thing on Facebook the other day. I was going to send it to you but I didn't. It said something like, “Once your provider and birth location is chosen and locked in place, choice is mostly an illusion.” Meagan: Wow. Mostly an illusion. Julie: Yes. Like the fact that you have a choice in your care is mostly an illusion. I was thinking about that and I was like, Is it really? I've seen some clients really advocate hard, and stuff like that. But I have also seen the majority of clients where providers, nurses, and birth locations have a heavy sway and you can be convinced that things are absolutely necessary and needed by the way that you are approached and if you are approached a different way, then you might make a different choice, right? The power of the provider and the birth location is so big and massive that choice, the fact that you have a choice involved, is mostly an illusion. I was sitting with that because I see it. I've said it before and I'll say it a million more times before I die probably that birth photographers and doulas have the most well-rounded view of birth. Period. Because we see birth in home, in birth centers, in hospitals, in all of the hospitals, in all of the homes, in all the birth centers, with all of the different providers. We can tell you what hospital– I mean, there are nurses at one hospital that will swear up, down, and sideways that this is the way to do things and the next hospital 3 miles down the road is going to do things completely different and their nurses are going to swear by a different way to do things because of the environment that they are in. Meagan: Yeah. 100%.Julie: So if you want to know in your area what hospitals are the best for the type of birth that you want, talk to a birth photographer. Talk to a doula because they are going to be the ones with the most well-rounded view. Period. Meagan: Yeah. We definitely see a lot, you guys. We really do. Remember, if you are looking for a doula, check out thevbaclink.com/findadoula. Search for a doula in your area. You guys, these doulas are amazing and they are VBAC-certified. Julie: What were we going to circle back to? You were saying something. Meagan: Well, there's an article titled, “Effectiveness of Midwifery-led Care on Pregnancy Outcomes in Low and Middle-Income Countries” which is interesting because a lot of the time, when we are in low and middle-income countries, the support is not good. Anyway, they went through and it said that “10 studies were eligible for inclusion in the systemic review of which 5 studies were eligible for inclusion in the meta-analysis. Women receiving–”Julie: I love meta-analyses. They are my favorite. Yeah. Sorry, go ahead. Go on. Meagan: I know you do. It says, “Women receiving midwifery-led care had a significantly lower rate of postpartum hemorrhage and reduced rate of birth–” How do you say this, Julie? It's like asphyxia? Julie: Asphyxia? Meagan: Uh-huh. I've just never known how to say that. It says, “The meta-analysis further showed a significantly reduced risk in emergency Cesarean section. Within the conclusion, it did show that midwifery-led care had a significantly positive impact on improving various maternal and neonatal outcomes in low and middle-income countries. We therefore advise widespread implementation of midwifery-led care in low and middle-income countries.” Let's beef this up in low and middle-income countries. But what does it mean if you are not in a low and middle-income country? Julie: Well, I see the same and similar studies showing that in the United States and all of these other bigger countries that are larger and more educated. It's interesting because– sorry. I have a thought. I'm just trying to put it together. Meagan: That is okay. Julie: Midwifery-led care is probably more accessible and maybe accessible isn't the right word. It's more common probably in lower-income countries. I'm thinking third-world countries and second-world countries because it's expensive to go to a hospital. It's expensive to have an OB. In some countries like Brazil, the C-section rate is very, very high and it's a sign of wealth and status because you can go to this private hospital with these luxury birth suites and stay like a VIP, get your C-section, save your vagina– I use air quotes– “save your vagina” by going to this affluent hospital. Right? Meagan: Yes. Julie: I think in lower-income countries, it's going to be not only an easier thing to do but kind of the only thing to do, maybe the only choice. And here, it's funny because here, out-of-hospital births– first of all, insurance is stupid. In the United States, insurances are so stupid. It's a huge money-making organization, the medical system is. Insurance does cover a big chunk of hospital births and they don't cover out-of-hospital births so a lot of the time, an out-of-hospital birth is kind of the opposite. You have to have a little bit of money in order to pay for an out-of-hospital midwife because your insurance isn't likely going to cover it. More insurances are coming on board with that but it will be a little bit of time before we see that shift. But there are similar outcomes in the United States and in wealthier countries that midwifery-led care, not just out of the hospital, but in-hospital midwifery-led care has lower rates of Cesarean, lower rates of complication, lower rates of induction, lower rates of mortality and morbidity than obstetric-led care. You are going to a surgeon. You are going to a trained surgeon to have a natural, non-complicated delivery. Meagan: It's interesting because going back to the low income, in our minds, we think that the care is not that great. But then we look at it and it's like, the care is doing pretty good over there in these lower-income, third-world countries. Yeah. This is actually in Evidence-Based Birth. It says, “In the United States, there are typically 4 million births each year.” 4 million. You guys, that's a lot. The majority of these births are attended by physicians which are only 9% attended by certified nurse midwives and less than 1% are attended by CPMs, so certified professional midwives or traditional midwives. You guys, that is insane. That is so low. She says in this podcast of hers which we are going to make sure to link because I think it's a really great one, “If you only look at vaginal births, midwives do attend a higher portion of vaginal births in the United States, but still it's only about 14%.”Julie: Yeah. If you have a normal– I use normal very loosely– uncomplicated pregnancy, there is absolutely no reason that you cannot see a midwife either out of the hospital or in the hospital. Now, I would encourage you to go and interview some midwives in your local hospitals. I would encourage you to look into the local birth community and see what people recommend because even if you are going in a hospital and have a midwife, you have the same access to the OR and an OB that can take care of you in case of an emergency. A lot of people are like, “Well, I'd just rather see an OB just in case of an emergency so that way I know who is doing my C-section,” I promise you that the OB doing your C-section, you are only going to see for an hour. They probably are not going to talk to you. It doesn't matter how personable they are or what their bedside manner is or if you know anything because I promise you, when you are on the operating room table, you're not going to be worried about who's doing your surgery. You're just not. I'm sorry. That's maybe a harsh thing to say, but it's going to be the farthest thing from your mind. Plus, in the hospital, your midwife is more than likely going to be assisting with the surgery too so you are going to have a familiar face in the operating room if that happens. I also think everybody knows by now that I am not on board with doing something just in case when it comes to medical care. Just in case things can cause a lot more problems that they are trying to prevent. So yeah. Anyway, that's my two cents. Meagan: Yeah. You know, I really think that when it comes to midwives, there is even more than just reducing things like interventions and Cesareans and inductions which of course, lead to interventions and things like that. I feel like overall, people leave their birth experience having that better view on the birth because of things like that where midwives are with you more and they seem to be allowed more time even with insurance. You guys, insurance, like she said, sucks. It just sucks. It limits our providers. I want to just point that out that a lot of these OBs, I think that they would spend more time with us. I think they want to spend more time with us in a lot of ways, but they can't because insurance pulls them down and makes it so they can't. But these midwives are able to spend so much more time with us in many ways. Okay. Let's see. What else do we want to talk about here? We talked about interventions. Midwives will typically allow parents to go past that 40-week mark. We talked about the ARRIVE trial here in the past where they started inducing first-time moms at 39 weeks and unfortunately, it's stuck in a lot of ways so providers are inducing at 39 weeks and that means we are starting to do things like stripping membranes at 37 and 38 weeks. It seems like providers really, really– and when I say providers, like OB/GYNs, they are really wanting babies to be born for sure by 40 weeks but by 40 weeks, they are really pushing it. Midwives to tend to allow the parents to go past that 40-week mark. That's just something else I've noticed with clients who choose VBAC and then end up choosing midwives. They'll often end up choosing midwives because of that reason and they will feel so much better when they reach that point in pregnancy because they don't feel that crazy pressure to strip their membranes and go into labor or they are going to be facing a Cesarean and things like that. I feel like that's another really big way to change the feeling of your care with midwives is understanding when it comes down to the end of things, they are going to be a little bit more lenient and understanding and not press as hard. Like we said in the beginning, there are a lot of people who do press it– those “medwives” where they are like, “No, you need to have a baby.” We just recorded a story where the midwife was like, “Well, you need to see the OB and you need to do a membrane sweep,” and they were suggesting these things. But really, typically with midwives, you are going to see less pressure in the end of pregnancy. Midwives spend more time in prenatal visits. We were just talking about that. Insurance can limit OBs, but a lot of the time, they will really spend more time with you. They are going to spend 20+ minutes and if you are out of the hospital, sometimes they will spend a whole hour with you going over things. Where are you mentally? Where are you physically? What are you wanting? Going over desires and the plan for the birth. Past experiences may be creeping in because we know that past experiences can creep in along the way. So yeah. Okay, Julie is in her car, you guys. She's rocking it with her cute sunglasses. She is on her way. She is so nice to have the last half hour of her free time spent with us. So Julie, do you have any insight or any extra words on what I was just saying? Julie: You know, I do. Hopefully, you can hear me okay. I'm going to hit a dead spot in two seconds. Meagan: I can hear you great. Julie: Okay, perfect. I have this little– there's a spot on my road where I always cut out so stop me if I need to repeat what I said. I wanted to go back to the beginning and just talk for half a second because we know my first ended in a C-section. For my first birth, I actually started out by looking at birth centers because I wanted an out-of-hospital birth. I knew that from the beginning. I interviewed a couple of midwives and there was one group that I was going to go with at a birth center and I was ready to go but something didn't quite feel right. It wasn't anything the midwives did. It wasn't anything that the birth center was. It wasn't that I didn't feel safe there. It was just that something didn't feel right. So I just stayed with my OB/GYN. I had to get on Clomid to get pregnant. I just stayed with that guy who is the same guy that Meagan had and the same guy who did my C-section because something didn't feel right. I mean, we know now and I can look back in hindsight. This was, gosh, 11.5 years ago. I know that I ended up having preeclampsia and I ended up having to get induced because of it. Had I started out-of-hospital, I would have had to transfer. There was nothing– I would have had to transfer care before I even got to 37 weeks. I had a 36-week induction. That's the thing though. Out-of-hospital midwives have protocols. Each state has different guidelines, but there are requirements for when they have to transfer care– if your blood pressure is high, if you have preeclampsia signs, if you deliver before a certain due date, or after a certain gestational age. You're going to be safe. If you have complications in pregnancy, you're going to be safe. You're going to be transferred. You're going to be cared for. But also, I just want to put emphasis on this which is what I'm tying into the last thing I want to say which is going to be forever long, is that you can trust your intuition. My intuition was telling me that the birth center was not the right place for me even though it checked all of the boxes. Your intuition is not going to tell the future every time, but what I wanted to lead into is that– oh and do you know what is so funny also? I had three out-of-hospital births after that, but with my fourth birth, I started out with the same midwife I had for the other two home births, and for some reason, I felt like I needed to transfer care back to the hospital so I went back to the hospital for two months and all of a sudden, my insurance change and the biggest network of hospitals in my state wasn't covered by my insurance anymore so it felt right to go back to out-of-hospital birth. I don't know why I had to do that whole loop-dee-loop of transferring to a hospital just to transfer back to the same out-of-hospital midwife that I had in the first place but I believe there was a purpose to that. I believe there was a purpose to that. I want to tell you guys that if seeking midwifery care whether in the hospital or out of the hospital feels uncomfortable to you or feels like, I don't know. These midwives still sound like chicken-dancing hippies to me, I would encourage you to go talk to some local midwives whether in a hospital or out of the hospital. Just sit down and talk to them and say, “Hey.” It's easier to talk to an out-of-hospital midwife. Out-of-hospital midwives do free consultations for you. In-hospital midwives, you might have to make an appointment and it might be harder but you should still try and see and get a vibe or just transfer care to them and go to a few appointments and see. You can always switch care back to a different provider or an OB because your intuition is smart but it does not know, it cannot guide you about things that you do not know anything about. I would encourage you to go and chat with these different providers, even different OBs if you want because your provider choice is so, so, so important. It is one of the most important decisions you're going to make in your care for your birth. It should be a good one. Your intuition can't tell you to go see x, y, z provider if you don't even know who x, y, z provider is. Gather as much information as you can. Talk to as many providers as you can. Go see the midwife. Interview the doula. Check out the birth photographer's website. See what I did there? See how it feels because even as a birth photographer, whenever I'm doing interviews with people, I'm not a fly-on-the-wall birth photographer. A lot of birth photographers brag about being a fly on the wall. You won't even know I'm there. No. I don't buy that because who is in your birth space is important. I am a member of your birth team just like every other person in that space, just like your nurses, your OB, your midwife, your doula– everybody there is a member of your birth team. I am a member of your birth team too and I will hold space for you. I will support you and I will love you. I am not a fly on the wall. Now, your provider is a member of your birth team. They probably arguably are one of the biggest influencers about how your birth is going to go and you deserve to be well-informed about who they are. You deserve to have multiple options that you know about and have thoroughly vetted and you deserve to stick up for yourself and do the provider who is more in line with the type of birth you want. How do you do that? You do that by finding out more about the providers who are available to you in all of the different birth locations and settings. Meagan: Yes. So I want to talk more about that too because there are studies and papers out there showing that the attitude or the view on VBAC in that area, in that hospital, in that birth center, both midwives and OBs, but we are talking about midwives here, really impacts the way that a birth can go. So if you don't interview and you don't research and you don't find those connections and even try, you will not know and in the end, it may not be the way you want. Even then, even if we find those perfect midwives, even if Julie went to the hospital midwife, she probably would have had a great experience, but who knows?Julie: Also, arguable too though, you could be seeing the most highly recommended VBAC provider in your area in the most VBAC-supportive hospital in your area that everybody goes to and everybody raves about, and if you don't feel comfortable there for whatever reason, you don't have to see the best, most VBAC-supportive provider if it doesn't feel right and if it doesn't sit right with you. Meagan: Yes. Julie: It goes both ways. Meagan: Yes. Julie: Sorry, I'm really passionate about this clearly. Meagan: No, because it does. It goes both ways. I mean, that's what this podcast is about is conversation and story sharing and finding what's best for you because even with VBAC, VBAC might not be the right option for you, but you don't know unless you learn. You don't know unless you learn more about midwives. Really though, people usually come out of midwifery care having a better experience and a more positive experience. I think that goes along with the lines of they do give a little bit more care. They do seem to be able to dive deeper to them as an individual and what they are wanting and their desires. They are a little less medically minded and a little bit more open-minded. You are less likely to have interventions. You are less likely to have those things that cause trauma and that causes the cascade that leads to the Cesarean. I'm going to have all of the links but I'm just going to read this highlighted. It's a study from Europe actually. It says, “A recent qualitative study in Europe explored the maternity culture in high and low VBAC countries and found that–” I'm talking a lot about high and low countries. Sorry guys, I'm realizing I'm talking a lot about it but a lot of these studies differ. It says, “Clinicians in the high VBAC countries had a positive and pro-VBAC attitude which encouraged women to choose VBAC whereas the countries with low VBAC rate, clinicians held both pro and anti-VBAC views which negatively affected women who were seeking VBAC. Both of these studies have shown that having midwifery care can have a positive influence on VBAC rates with an increase in maternal and neonatal morbidity.”Right there, not only doing the research on your provider, but doing the research within your location, what their thoughts are, what their views are, what their high-VBAC attitude or low-VBAC attitude is. If they are coming at you, even these midwives you guys, and they have all of these stipulations, it might be a red flag. It might not be the right midwifery group for you. Julie: Absolutely. That's where the intuition comes in. I like what you said about the VBAC culture. You can tell at different hospitals. We have been to many, many hospitals in our area. Sorry, can you hear my blinkers? It's distracting. Let's see. I absolutely guarantee you that every hospital has a culture around VBAC. Some of them are positive and supportive and uplifting and some of them are fearful and fear-based and operate on a fact where they are going to be more likely to pull you toward a repeat C-section or other interventions. I encourage you to look into the culture of your hospital but not only hospitals too. I realize it's not just hospital-specific. It's also out-of-hospital midwives. They all have their culture around VBAC. Your out-of-hospital midwives and your in-hospital midwives, all of the midwives, your group whether you see a solo practice or a group OB practice or you see a group midwifery practice or whatever, there is a culture surrounding VBAC. You need to do yourself a favor and figure out what that culture is. I got to my appointment and I need to head in so I'm going to say goodbye really fast. I'm going to leave Meagan alone to wrap up the episode, but yes. My parting words are honoring your intuition, talk as much to your VBAC provider as you can and find out what the culture is surrounding that no matter who you choose to go with and also, do not automatically write off midwives. You are doing yourself a huge disservice if you are not considering a midwife for your care. It doesn't mean you have to go with one, but I feel like everybody should at least look into them. I love you guys! Bye!Meagan: Okay. And wrapping up you guys, I am just going to echo her. I think that completely discrediting midwives without even interviewing them at all is something that is a disservice to ourselves. I'm going to tell you that I did that. I did that. I didn't even consider it. I interviewed 12 providers, 12 providers which is crazy and I didn't interview one midwife. Not one. I was interviewing OBs and MFMs and I realize I don't remember interviewing a single midwife. The only thing I can think of is that I let the outside world lead me to believe that midwives were less qualified. Yale has an article and they say, “First-time mothers giving birth at medical centers where midwives were on their care team were 75% less likely to have their labor induced.” 74% less likely to have their labor induced, 74% less likely to receive Pitocin augmentation, and 12% less likely to deliver by Cesarean which is a big deal. I know most of us listening here are not first-time moms. We've had a Cesarean. Maybe we've had one, two, three, or maybe four, but the stats on midwives are there. It is there and it's something to not ignore so if you have not yet checked out midwives in your area, I highly encourage you to do so. Like Julie said, you don't even have to go with anybody, but at least interviewing them to know and feel the difference of care that you may be able to have is a big deal. I highly encourage you. I love you all. I'm so grateful for midwives. I'm so grateful for my midwife. My VBAC baby was with a midwife and I did have an OB. I was one of those who had an OB backup who could care for me and see me if I needed to. That for me made me feel more comfortable but it's also something that can get confusing. I think we've talked about where sometimes you will do dual care and you will have one person telling you one thing and the other provider telling you the other thing. That can get stressful and confusing so maybe stick with your provider. But do what's best for you. Again, another message. Don't just completely wipe out the idea of a midwife if you have midwives in your area as an option. It may be something that will just blow your mind. Thank you all so much for listening and hey, if you have a midwife who you suggest or you've gone through a VBAC with, we have our VBAC-supportive provider list and we would love for you to add to it. Go check out in the show notes or you can go over to our Instagram and click in our Linktree and we have got our provider list there for you. Or if you are looking for that midwife to interview, go check them out. We definitely love adding to this list and love referring it for everybody looking for a VBAC-supportive provider. ClosingWould you like to be a guest on the podcast? Tell us about your experience at thevbaclink.com/share. For more information on all things VBAC including online and in-person VBAC classes, The VBAC Link blog, and Meagan's bio, head over to thevbaclink.com. Congratulations on starting your journey of learning and discovery with The VBAC Link.Support this podcast at — https://redcircle.com/the-vbac-link/donationsAdvertising Inquiries: https://redcircle.com/brands

Jeff Umbro, is the founder of The Podglomerate, an award-winning podcast services firm specialized in production, marketing, and monetization of outstanding content.In this episode, we discussed his transition from book publicist to podcasting, highlighting the company's evolution since 2017. He emphasized the importance of podcast promotion, noting that cross-promos are effective but should not be the sole strategy. Jeff also shared his insights on video's role in podcasting, noting its potential for discovery and engagement. He also addressed the complexities of monetizing podcasts, including the challenges of dynamic ad insertion and the need for fair CPMs. Our conversation concludes with Jeff's plans to develop a dashboard for better data tracking and his ongoing client projects, including "Master Plan" and "A Fine Mess."Rather unintentional, but we discussed a promo swap we did back in 2019 between the Podglomerate's Storybound and Sound Off's Writing Class Radio, and what the ROI was.A Transcript and video version of the episode is available on the network page.Jeff also has a podcast called "Podcasting Perspectives" which goes even deeper into podcasting than this one does. And yes - he does video on Spotify and YouTube. Please sign up for the SOUNDING OFF Newsletter. Full of all the verbal diarrhea you never knew what you were missing in your life.Also we added the Sound Off Podcast to the The Open Podcast Prefix Project (OP3) A free and open-source podcast prefix analytics service committed to open data and listener privacy. You can be a nosey parker by checking out our downloads here.Thanks to the following organizations for supporting the show:Nlogic - TV & Radio Audience Data SolutionsMary Anne Ivison at Ivison Voice. - Make her the female voice of your radio station.Matt Fogarty Voiceovers - It's great to have Matt back for 2024 supporting our show. Make him the imaging voice for your radio station by contacting him through his website.Megatrax - Licensed Music for your radio station or podcast production company.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Marcus Burke unpacks the strategies behind optimizing Meta ads for subscription apps. Marcus explains how creative types like UGC and static ads influence placements across Meta platforms and shares insights on scaling ad accounts through creative diversification. He also breaks down the importance of Web2App funnels for faster iterations and better performance while addressing how to avoid pitfalls in Meta's algorithm. This conversation is packed with actionable insights on scaling subscription apps.KEY HIGHLIGHTS

Hello plant people and welcome back to Herbal Radio! This week will be the second and final episode of our 2-part series featuring the four esteemed organizations that were the recipients of the 2023 Grants 4 Plants Program. For those unfamiliar with Grants 4 Plants, Mountain Rose Herbs created the grant program back in 2018 to support nonprofits, small businesses, and home herbalists who are working towards making this planet a better place. Since its inception, we've proudly been able to fund many invaluable initiatives leading towards organic and sustainable agriculture, herbal education, protection of native and medicinal plants, and environmental stewardship. This week, we are featuring the Therapeutic Farm Assistant and the SUD Counselor of Carl E. Dahl House Community Garden, Breanna Murphy and Kelsey Cass, as well as the Founder of Cincinnati Birth Center | Safer Birth Foundation, Meghan Nowland. We hope each of you listening in today will be inspired by the commendable work these organizations are providing for their communities and beyond. Please be sure to check out the links included below to find out how you can support these invaluable initiatives. We'll see you next week when we hear from the other two organizations that won the 2023 Grants 4 Plants program. For now, we thank you for joining us on another botanical adventure!  Learn more about these organizations and the hard-working faces behind them: Carl E. Dahl House at Evergreen Grove is a residential treatment facility for me with co-occurring mental health and substance use disorders. Unlike traditional treatment facilities, the Carl E. Dahl house used a farm care modality as part of the resident's treatment plans. Working in the gardens and with our rescue animals allows for traditional treatment barriers to be dropped allowing for a more natural approach to self-healing and care. GAAMHA, the parent company of the Carl E. Dahl House, works to create a world where people can get help when they ask for it, no matter who they are. The gardening program allows for our residents to be hands on with nature. The clinical benefits of being able to say they took ownership of garden bed, planted, watered, weeded and cared for the growing plants that eventually will produce foods that naturally heal the body are priceless and cannot be duplicated in a traditional office style treatment model. Breanna Murphy helps manage the day-to-day operations of the animal care part of the program at the Carl E. Dahl House, where they have over 60 animals, many of which are rescues or special needs. Breanna has been working with Kelsey for two years to get the garden project to where it is today. She has her Bachelor's in Sustainable Food and Farming, is a certified Ayurvedic Health Counselor, and has completed 3 herbal apprenticeships. Breanna and her husband have a small homestead and permaculture nursery called Singing Kettle Botanicals, where they focus on perennial food sources and medicinal herbs hardy to zone 5. Kelsey Cass is the Substance Use Disorder (SUD) Counselor at the Carl E Dahl House, and is in recovery herself. Kelsey and Breanna have been working together to implement the garden project as part of their clinical curriculum and therapeutic farming. Kelsey has her Bachelor's in Human Development and Family Studies, is a certified yoga instructor, and certified in permaculture design. She first became connected with GAAMHA and the farm when she started teaching yoga at the farms pilot program a couple of towns over, and volunteered with the clients doing gardening and various nature related activities. “It's been an absolute blessing to work here where I can share all my passions and interests, while helping others, and with the most amazing team of people.” – Kelsey Learn more about Carl E. Dahl House at Evergreen Grove by visiting the links below: Carl E. Dahl House website GAAMHA website R.O.O.T.S at Evergreen Grove website Donate to Carl E. Dahl House HERE! ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Safer Birth Foundation (SBF), by Cincinnati Birth Center, is architecting the future of maternity care by creating the world's best midwifery centers. The objectives of the Safer Birth Foundation are to increase and democratize birth options, grow midwifery, and decrease birthing mortality. SBF does this by expanding access to midwifery care through financial aid, expanding the midwifery workforce, and supporting midwifery-led care. Meghan Nowland, Founder of the Safer Birth Foundation and the Cincinnati Birth Center, experienced midwife, doula, and lactation consultant, brings expertise and confidently calm energy to her clinical approach for clients across the local Cincinnati area since 2014, in Kentucky since 2020, and Indiana since 2024. She moved to Walnut Hills with a passion for improving Ohio's maternity care and regularly volunteers to teach community childbirth education classes. In addition to her work as a midwife, she's a founder of Ohio's chapter of the National Association of Certified Professional Midwives. Most recently she's been involved with legislative efforts to increase access to midwives and serving on the Kentucky Midwives Advisory Council, creating regulations for licensure of CPMs. Learn more about Cincinnati Birth Center | Safer Birth Foundation by visiting the links below: Cincinnati Birth Center website Cincinnati Birth Center blog Donate to Safer Birth Foundation HERE! ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Join our community! Subscribe to the Mountain Rose Herbs newsletter Subscribe to Mountain Rose Herbs on YouTube Follow on Instagram Like on Facebook Follow on Pinterest Read the Mountain Rose Herbs blog Follow on TikTok Strengthening the bonds between people and plants for a healthier world. Mountain Rose Herbs www.mountainroseherbs.com

Paid media is a whirlwind right now - CPMs are rising, traffic has declined, we are in an election year, consumers are distracted, etc... There is a lot happening that is making paid media difficult. So, what can we do about that? Join ClickBank host Thomas McMahon as he sits down with paid media experts Jake Newby and Knute Fosso to discuss the current landscape of paid media and what media buyers and agencies can do to set themselves up for success despite the current hurdles. ClickBank's Media Buyer Course - https://www.clickbank.com/media-buyer-affiliate-blueprint-3/ Connect with Jake - https://www.linkedin.com/in/jakenewby1/ Connect with Knute - https://www.linkedin.com/in/knute-fosso/ Email Us - affiliated@clickbank.com

In this episode of the Personal Injury Mastermind Podcast, we welcome back James Helm (@topdoglaw) for an unprecedented third appearance on the show. As the owner of Top Dog Law, James has quickly grown his firm from a Philadelphia upstart to a national leader in legal advertising, spending over eight figures and fielding thousands of calls. Dive deep into the current state of marketing in personal injury law, covering critical topics to propel your firm to the next level: The effectiveness of TV advertising and whether it still delivers the same ROI The potential of social media marketing and the risks of outsourcing it to agencies that don't understand your brand The underutilized power of Google Ads and why many firms are missing out on this opportunity The emergence of OTT advertising and whether the high CPMs are justified by the results James shares his unique insights and experiences from the front lines of PI marketing, offering listeners actionable strategies and real-world examples of what works and what doesn't. Get your PIMCON Ticket Today! Links Want to hear more from elite personal injury lawyers and industry-leading marketers? Follow us on social media for more. James Helm LinkedIn James Helm Bio  James Helm Instagram Top Dog Law Website Top Dog Law TikTok Top Dog Law Facebook What's in This Episode: Who is James Helm? Does TV still work for Personal Injury Firms? The best way to leverage social media for personal injury attorneys in 2024. Actionable strategies and insights can PI attorneys learn from James Helm's experiences and success in growing Top Dog Law into a national leader in legal advertising.  Past Guests Past guests on Personal Injury Mastermind: Brent Sibley, Sam Glover, Larry Nussbaum, Michael Mogill, Brian Chase, Jay Kelley, Alvaro Arauz, Eric Chaffin, Brian Panish, John Gomez, Sol Weiss, Matthew Dolman, Gabriel Levin, Seth Godin, David Craig, Pete Strom, John Ruhlin, Andrew Finkelstein, Harry Morton, Shay Rowbottom, Maria Monroy, Dave Thomas, Marc Anidjar, Bob Simon, Seth Price, John Gomez, Megan Hargroder, Brandon Yosha, Mike Mandell, Brett Sachs, Paul Faust, Jennifer Gore-Cuthbert Additional Episodes You Might Enjoy 80. Mike Papantonio, Levin, Papantonio, & Rafferty — Doing Well by Doing Good 84. Glen Lerner, Lerner and Rowe – A Steady Hand in a Shifting Industry 101. Pratik Shah, EsquireTek — Discovering the Power of Automation 134. Darryl Isaacs, Isaacs & Isaacs — The Hammer: Insights from a Marketing Legend 104. Taly Goody, Goody Law Group — Finding PI Clients on TikTok 63. Joe Fried, Fried Goldberg LLC — How To Become An Expert And Revolutionize Your PI Niche 96. Brian Dean, Backlinko — Becoming a Linkable Source 83. Seth Godin — Differentiation: How to Make Your Law Firm a Purple Cow 73. Neil Patel, Neil Patel — Digital A New Approach to Content and Emerging Marketing Channels

On today's MadTech Daily: Google's Emissions Climb 48%; Merger Agreement Reached for Paramount Global; Privacy Sandbox Testing Finds 33% Decline in CPMs 

In this episode of Digital Marketing Domination, host Jamil Zabaneh welcomes Matthew Sciannella, Senior Director of Demand Generation at Refine Labs. They explore groundbreaking B2B marketing strategies, including the use of Simplify for CTV advertising, leveraging OTT platforms and social media to enhance brand presence and the power of repurposing video content. Gain insights into effective ad targeting on LinkedIn, including demographic layering and account-based capabilities. Learn about industry CPMs and why LinkedIn excels in B2B tech advertising. Matthew also discusses the critical role of content and data infrastructure and the importance of personal branding in big-ticket B2B sales. Listen to Digital Marketing Domination on Spotify, Apple Podcasts, or your favorite platform now!

In this episode of Digital Marketing Domination, host Jamil Zabaneh welcomes Matthew Sciannella, Senior Director of Demand Generation at Refine Labs. They explore groundbreaking B2B marketing strategies, including the use of Simplify for CTV advertising, leveraging OTT platforms and social media to enhance brand presence and the power of repurposing video content. Gain insights into effective ad targeting on LinkedIn, including demographic layering and account-based capabilities. Learn about industry CPMs and why LinkedIn excels in B2B tech advertising. Matthew also discusses the critical role of content and data infrastructure and the importance of personal branding in big-ticket B2B sales. Listen to Digital Marketing Domination on Spotify, Apple Podcasts, or your favorite platform now! In this episode of Digital Marketing Domination, host Jamil Zabaneh welcomes Matthew Sciannella, Senior Director of Demand Generation at Refine Labs. They explore groundbreaking B2B marketing strategies, including the use of Simplify for CTV advertising, leveraging OTT platforms and social media to enhance brand presence and the power of repurposing video content. Gain insights into effective ad targeting on LinkedIn, including demographic layering and account-based capabilities. Learn about industry CPMs and why LinkedIn excels in B2B tech advertising. Matthew also discusses the critical role of content and data infrastructure and the importance of personal branding in big-ticket B2B sales. Listen to Digital Marketing Domination on Spotify, Apple Podcasts, or your favorite platform now!

On today's MadTech Daily: Disney+ Reducing CPMs By Up To 15%; Channel 4 Streaming Audience Growing Faster than Netflix and Amazon Prime; Microsoft In Breach of DMA 

In this enlightening episode of The Pulling Curls Podcast, join Hilary as she delves into the intricate world of fear-based parenting. We'll explore the transition from parenting out of fear to practicing a more positive, reality-based approach, touching on sensitive topics like children's use of cell phones, social media interactions, and personal attire. Hilary shares her personal journey and insights, offering valuable tips for fellow parents navigating these challenging waters. Tune in to untangle the complex knots of fear-based parenting with us on episode 232. Big thanks to our sponsor Family Routines -- the best option to help your family get involved more! Links for you: My episode with my son: https://www.pullingcurls.com/podcast-073-teen-tips/ Timestamps: 00:00 Marketing creates fear around cell phones, lacking perspective. 04:34 Monitoring phone use, creating responsible habits. 07:53 Parenting marathon, growing and learning, improving. Keypoints: Pulling Curls podcast, fear-based parenting, positive parenting, parenting advice, Hilary Erickson, simplifying parenting, Family Routines, parenting mistakes, church influence on parenting, cell phone safety for kids, social media for children, setting phone restrictions, BeReal app, YouTube Shorts, consequences for children, teenage phone habits, college preparation, managing screen time, understanding technology, clothing choices for children, church dress codes, opposite gender interactions, teen dating rules, co-ed social events, communication with children, parenting challenges, raising teenagers, late-in-life parenting, postpartum preeclampsia, weekly to-do list organization. Producer: Drew Erickson Keywords: providers, pregnancy and delivery, Julie Kyle, certified nurse midwife, Pennsylvania, hospital bag checklist, nurse with 20 years of experience, four main providers, free birth, risks and unknowns, knowledgeable provider, training and experience, healthcare providers, qualifications, absence of midwives, spectrum of lending, formal education, certification, regulations, lay midwives, fees, value of knowledge, Ma on a little house on the prairie, historical role of midwives, birth centers, home births, Arizona, board centers, certified professional midwives (CPMs), licensing process, number of babies delivered, certified nurse midwives (CNMs), stereotypes about midwives, hospital setting, collaborative practice, integrated approach, terminology, full title, background in nursing, master's degree, misconceptions about midwives, certified professional midwives (CPMs), licensing and state laws, administering drugs, tasks performed by midwives, obstetricians, education and training for doctors, residency, specialization

Today, Eric is dropping knowledge on a critical topic for any podcaster, the reality of making money through ads. He also gets into why trying to monetize through ads is TOUGH unless you have a huge show. Regardless, understanding ad-based monetization is important, especially if your show is still growing its audience.  Sponsor Shout Out:  This episode is sponsored by Riverside. Riverside brings 4K video recording and high quality audio recording to your web browser. It's simple to use and produces excellent results. If you're a new customer, use promo code CLIPPED at checkout for 20% any individual plan. Libsyn CPM Calculator: https://advertising.libsyn.com/podcast-cpm-calculator What is a CPM? When listening to this episode it's important to understand the concept of CPM—Cost Per Mille, or cost per thousand downloads. This metric is essential as it determines the amount you earn from ads per 1,000 episode downloads within 30 days. While host-read ads generally fetch a CPM between $15 and $25, programmatic ads typically offer less, under $10.  Eric navigates through some real calculations to illustrate potential earnings based on your show's downloads and discusses the implications of dropping ads into your show if you only have a few hundred listeners. He also uncovers alternative monetization strategies that could be more lucrative than ads. Key Takeaways: Understanding CPM: CPM stands for Cost Per Mille, indicating the revenue per 1,000 downloads. Knowing this helps gauge potential ad earnings. Calculations for Different Download Scenarios: 1,000 downloads: At a $20 CPM, you earn $20. 2,000 downloads: At a $20 CPM, this doubles your earnings to $40. 200 downloads: With the same CPM, the earnings drop to just $4. Host-Read vs. Programmatic Ads: Host-read ads generally offer higher CPMs than programmatic ads, which are automated and may not align perfectly with your audience. Alternative Monetization: If ad revenues are low, consider selling your own products or services directly to your audience for potentially higher returns. The Best Way To Monetize Your Podcast One of the best approaches is selling your own products and services directly to your listeners. This could include anything from coaching services related to your podcast's theme to online courses and workshops. By advertising these on your podcast, you directly control the content and keep all the revenue, bypassing any middlemen.  Additionally, creating exclusive content for platforms like Patreon, offering Q&A sessions, or hosting meet-and-greets can significantly enhance listener engagement and open up new revenue streams.  These methods not only provide financial benefits but also strengthen your connection with your audience, positioning you as an authority in your niche.  

Welcome to episode 224 of the Grow Your Law Firm podcast, hosted by Ken Hardison. In this episode, Ken sits down with David Klein, Director of Business Development at ConsulTV. They discuss the benefits of Connected TV Advertising, offering a special deal for podcast listeners. David shares insights on tracking digital marketing campaigns and reflects on his experience with traditional TV advertising strategies.   David works with law firms and their agencies across the country helping them maximize the effectiveness of their programmatic media buying. After 15 years of managing pay-per-click advertising, SEO, targeted display ads, social media marketing, and website building, he joined ConsulTV in October 2021 to help digital advertisers move toward programmatic ad buying, especially in the OTT and online video arena.    What you'll learn about in this episode: How to Allocate Sufficient Budget: Ensuring that enough budget is set aside for streaming ad campaigns is crucial, as underfunding can lead to poor outcomes. Just like direct mail campaigns require substantial investment for significant results, streaming ads need proper financial backing to be effective. Focus on Targeting and Frequency: The success of streaming TV ads heavily depends on how accurately audiences are targeted. Controlling how often ads are shown to the same viewer is essential to maximize impact without causing viewer fatigue. Understand Cost Differences: Although streaming ads might have higher costs per thousand impressions (CPMs) than traditional TV ads, the benefits of targeted reach and customization can justify the expense. Viewing the higher costs as an investment in more precise and impactful advertising can lead to better overall returns. Technological Advancements in TV: With more affordable smart TVs becoming common, the reach of streaming ads extends to a broader audience. Enhancements in TV technology not only improve user experience but also expand how advertisers can engage with potential clients. Strategic Advertising for Lead Generation: The primary objective of any advertising effort is to generate leads and drive business growth. Monitoring and analyzing the results of digital marketing campaigns ensures that law firms can adapt and optimize their strategies in an ever-changing media landscape.   Resources:  https://www.consult.tv/ https://www.facebook.com/Consult.tv https://twitter.com/ConsultvandOLV https://www.linkedin.com/in/davidkleinsalesleader/   Additional Resources:    https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind

Have you hever had a lead generation campaign NOT get the results you were hoping for?This week, we're dissecting a struggling lead generation campaign I ran recently.  In this case study, I share the problems we faced with the practical solutions we implemented to turn the campaign around. From the crucial first steps of campaign setup to the testing of images, ad copy, and headlines, I walk you through a real-life scenario that faced high CPMs and low conversion rates. I'm hoping that by listening in, you'll learn to identify weak spots in your campaign and gain the knowledge to perform precision tweaks that will breathe new life into your digital marketing strategies.In this episode, we cover:✨ Ways to Quickly Identify Red Flags in Campaign Performance  [03:01]✨ Strategies for Testing and Improving Your Campaigns✨ Tips for Enhancing Landing Page Conversion Rates [13:58]__________________Find me on Instagram → https://www.instagram.com/heyitsjenzaia/Email Me → support@jenzaiadimartile.comJoin the Facebook community → https://www.facebook.com/groups/marketscalegrow

CPMs up, morale down: Is Temu behind the recent downturn in Meta ads? LinkedIn's scam solution will cost you. YouTube videos for kids are getting comments back. And why TikTok says videos in two languages will get you better results.

On episode 225 of The Pulling Curls Podcast, Hilary Erickson and Krista Dykes discuss the importance of self-care for moms. Krista shares valuable tips, including scheduling self-care, staying active, and delegating tasks. She stresses the significance of finding a support system and demonstrates how to involve the family in the self-care routine. Tune in to uncover practical insights and ideas for prioritizing personal well-being amidst busy schedules. Big thanks to our sponsor Family Routines -- it has been my secret for self care as a mom by allowing my family to help out more! Today's guest is Krista Dykes. She's the host of the Secret Mom Hacks Podcast. As a mom herself, Krista believes that motherhood is a journey best shared, and through the Secret Mom Hacks Podcast, she's on a mission to connect moms and remind them that they're never alone in the wonderful, challenging adventure of raising kids. Krista encourages candid conversations, curates heartfelt stories, and delivers practical advice for all parents. Join her on the Secret Mom Hacks Podcast as she uncovers the secrets to a happier, more confident #momlife, one episode at a time. Because babies don't come with instructions. Connect with Krista on... https://www.facebook.com/secretmomhacks https://www.instagram.com/secretmomhacks https://twitter.com/secretmomhacks https://www.pinterest.com/kristamischell/ https://www.linkedin.com/in/kristamischell/ https://www.youtube.com/@secretmomhacks Links for you: Timestamps: 00:00 Uncovering the secrets of motherhood through podcast. 05:27 Schedule me time, embrace the sunshine's warmth. 07:45 Overcame running fears, training for marathon now. 11:26 Connect with others for support and motivation. 13:52 Hesitant about yoga, but liked community class. 18:58 Seeking help and organizing are important. 21:34 It's okay to ask for help sometimes. 26:00 Family fitness, kids involved, fostering healthy habits. 26:59 Self-care advice and gratitude for podcast support. Producer: Drew Erickson Keywords: providers, pregnancy and delivery, Julie Kyle, certified nurse midwife, Pennsylvania, hospital bag checklist, nurse with 20 years of experience, four main providers, free birth, risks and unknowns, knowledgeable provider, training and experience, healthcare providers, qualifications, absence of midwives, spectrum of lending, formal education, certification, regulations, lay midwives, fees, value of knowledge, Ma on a little house on the prairie, historical role of midwives, birth centers, home births, Arizona, board centers, certified professional midwives (CPMs), licensing process, number of babies delivered, certified nurse midwives (CNMs), stereotypes about midwives, hospital setting, collaborative practice, integrated approach, terminology, full title, background in nursing, master's degree, misconceptions about midwives, certified professional midwives (CPMs), licensing and state laws, administering drugs, tasks performed by midwives, obstetricians, education and training for doctors, residency, specialization

Are you prepared for how the 2024 presidential election is going to impact your sales in 2024? Because if you're not prepping now, you might be in a world of hurt come the last half of 2024...Strap in as we blast past the goalpost and into the world of ad economics, where CPMs reign supreme. We'll navigate the stormy seas of election season ad spending and throw you a lifeline of strategies to keep your marketing ship afloat. For the playmakers in ecommerce, we're passing down-field tactics on how to pivot with the seasonal spikes in advertising costs and score big on customer retention.Wrapping up, we'll drop the playbook on conversion rate optimization, revealing the hard-hitting moves behind those big campaigns. No need to do anything major and spectacular. But we are breaking down some very simple basic things that can make or break your year in with marketing. Please connect with Trevor on social media. You can find him anywhere @thetrevorcrump

February 7, 2024 - For today's episode, we are highlighting one of our favorite home birth podcast episodes with the replay of a 2020 conversation with student midwife, Isis Rose, about her very own home birth. If you are inspired during this listen, please support Isis in her midwifery journey! She is currently accepting support via her GoFundMe page and Venmo.  ----- In this episode I talk with Isis Rose, a full spectrum doula, home birth mom, certified lactation counselor, and placenta encapsulation specialist. She lives in Urbana, Illinois. Isis is starting midwifery school in July, with plans to become a Certified Professional Midwife, and she's a member of the Illinois Council of Certified Professional Midwives. Isis co-hosts the Homecoming Podcast alongside Chae Pounds, which launched in 2018 to tell stories of Black families who give birth at home. Isis and I discuss her birth story, including her unique approach to prenatal care, and hemorrhaging she experienced immediately after her home birth. We also talk about the ongoing advocacy work seeking licensure for CPMs in Illinois, and the latest research on the safety of home birth in the U.S. Content Warning: Black maternal mortality, postpartum hemorrhage, infant death, stillbirth ----- Ways to support Isis through her midwifery journey: Follow her: www.instagram.com/urbanamidwife   GoFundMe Link:  https://www.gofundme.com/f/support-isiss-final-year-of-midwifery-school Isis also accepts funds to go towards midwifery school via Venmo @isis-rose (since GoFundMe takes a percentage of each donation).   Midwifery Supplies Registry Link:  https://www.myregistry.com/wishlist/isis-rose-urbana-il/2754220/giftlist   Isis Rose, MA, CLC Buy Me a Coffee Student Midwife and Doula   Co-Founder and Executive Director at BIPOC for Better Birth   Isis A. Rose, Birth and Postpartum Services www.isisarosebirth.com   Homecoming Podcast: Black Home Birth Stories www.homecomingpodcast.com     For more information and news about Evidence Based Birth®, visit www.ebbirth.com. Find us on Facebook, Instagram, and Pinterest. Ready to get involved? Check out our Professional membership (including scholarship options) and our Instructor program. Find an EBB Instructor here, and click here to learn more about the Evidence Based Birth® Childbirth Class.

In this episode of BRAVE COMMERCE, Analyst & Consultant Andrew Lipsman joins hosts Rachel Tipograph and Sarah Hofstetter to provide a comprehensive exploration of the current state and future trajectory of retail media, offering valuable perspectives for brands, retailers, platforms, and technology partners navigating this dynamic ecosystem. Andrew reflects on the significant transformation he has witnessed in the retail media ecosystem since 2018. What was initially a minor aspect of his coverage at eMarketer evolved into a dominant focus, comprising 80% of his analytical efforts by 2023. Now, as an independent consultant, Andrew identifies 2024 as a pivotal year marking the transition from retail media 1.0 to 2.0. The discussion revolves around two key aspects expected to shape 2024 in retail media: the shift to off-site ads, with an emphasis on streaming TV, and the emergence of in-store retail media. Andrew cites substantial growth projections for streaming TV, driven by the integration of retail media, and foresees digital screens becoming more commonplace in stores. Andrew acknowledges the debate around premium CPMs versus buying inventory directly, emphasizing the trade-offs between cost and effectiveness. Looking ahead three to five years, he envisions a revolutionized TV landscape with closed-loop measurement, foreseeing a significant impact on CPG and consumer brands. A critical point of the discussion is the evolving relationship between retailers and platforms amid the deprecation of cookies. Andrew foresees a shift in power dynamics, with retail media data gaining prominence due to its superior quality. Another intriguing aspect he introduces is the overlooked role of product samples in the context of retail media. He sees product sampling as a highly effective form of media, especially in categories like CPG, health, and beauty. Key Takeaways: Prioritize off-site ads, especially in the booming realm of streaming TVExplore product sampling as an effective form of media, especially in CPG and beautyDisperse budgets across diverse channels, with incremental allocations to retail media Hosted on Acast. See acast.com/privacy for more information.

Listen in as Gefen from Vendocommerce joins us in this month's TACoS Tuesday episode to share expert insights on the evolving landscape of Amazon PPC advertising. We're unwrapping the tactics that have driven success in 2023 and looking ahead to what 2024 holds, with a keen eye on the emerging trend of vertical video ads. Discover how an integrated approach to advertising, factoring in the halo effect on overall sales and product rankings, can amplify your brand's presence during crucial retail events. We also delve into how to use Helium 10 to easily optimize and track these strategies for superior performance in the year to come. In our conversation, we compare the accessibility of Sponsored TV with the robust control offered by Amazon DSP, especially for smaller brands looking to maximize their advertising efforts. Learn why testing and patience are critical when navigating these platforms, and understand the strategic organization of sponsored product campaigns to optimize ad groupings. Plus, Gefen imparts valuable advice on marketing products with different attributes and the potential pitfalls of violating terms of service when it comes to product hang tags on Amazon and Walmart. Tune in for an enlightening discussion that could reshape your approach to Amazon advertising. In episode 527 of the Serious Sellers Podcast, Carrie and Gefen discuss: 00:00 - Amazon Advertising in 2023 and 2024 03:10 - Vertical Video Ads Trend 09:29 - E-Commerce Behavior on TikTok Shop and Amazon  13:13 - Amazon's Sponsored TV and Publisher Ads 14:25 - Comparing Sponsored TV and Self-Serve DSP 16:51 - TikTok and Amazon Trust and Fulfillment 19:19 - Amazon Advertising and Product Attributes 20:46 - Optimizing Advertising Creatives on Amazon 30:10 - Helium 10 Tool Cerebro ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On Youtube: youtube.com/@Helium10/videos Transcript Carrie Miller: Sponsored TV ads. What worked for ads in 2023 on Amazon and what to look forward to in 2024 with Amazon ads. This and so much more on today's episode of the Serious Sellers podcast.   Bradley Sutton: How cool is that? Pretty cool, I think. If you're like me, maybe you were intimidated about learning how to do Amazon PPC, or maybe you think you just don't have the hours and hours that it takes to download and sort through all of those sponsored ads reports that Amazon produces for you. Adtomic for me allowed me to learn PPC for the first time, and now I'm managing over 150 PPC campaigns across all of my accounts in only two hours a week. Find out how Adtomic can help you level up your PPC game. Visit h10.me/adtomic for more information. That's h10.me/adtomic   Carrie Miller: Hello everyone and welcome to another episode of the Serious Sellers podcast by Helium 10. My name is Carrie Miller and I will be your host, and this is our TACoS Tuesday, where we talk about all things Amazon advertising, and we have an expert guest today. So this is Geffen from Vendo. So welcome, Geffen.   Gefen: Hey, Carrie, it's a pleasure to be here.   Carrie Miller: Thanks so much for joining us today. I'm very excited to have you on. I know you've been on here before and a lot of people really liked your episode, so we have some more good content for everyone today. And so for those of you, for those of the people in the audience that don't know you or know about Vendo, could you tell us a little bit about yourself and your experience, and then also about Vendo?   Gefen: Yeah, 100%. So I'm the VP of advertising here at Vendo. So just a background on what Vendo, who and what Vendo is. So we are a full service e-commerce agency specializing in Amazon and Walmart, full service management From an advertising perspective. We have kind of brought in those services across Amazon and Walmart also to bring in things like programmatic, various retail media networks, as well as other marketplaces too, and so those have been incredibly, incredibly growth focused. I mean, 2023 was a very crazy year. The team did an incredible job from a strategic standpoint, from a number standpoint, to grow across the board and when it comes to PPC, as most of the people I hope know, on this call, a lot of those different strategies rhyme. So we've been able to replicate the immense success that we've had on Amazon. We brought it over to Walmart and then we brought that over towards the various retail media networks, as well as things like Page Search and Social with Google, facebook, tiktok, etc. Amazing.   Carrie Miller: Yeah, so you guys are into everything. That's awesome. So I guess, since you were talking about 2023, what are some things that you think worked really really well Specifically in 2023 that you might carry into 2024? And then maybe some new things on the horizon because of just the changing landscape and things that Amazon is introducing right now.   Gefen: Yeah, yeah. Well, I'll start with the second half of that question, because I think that vertical video is going to be a really big push for Amazon this year. I know that everybody's talking about that in the space. I'm very curious to see how it's going to be rolled out. I mean, if you think about it from a practical standpoint, it's going to take up more page real estate than the, than the former video format. Now they might have both horizontal and vertical in play. We also don't know where on the search engine results page it's going to show up. Is it going to show up on row four, which would be row four, five, six on mobile, potentially even row seven, depending on how, you know, zoomed in your screen is, or is it going to be at the bottom of the page? And I think those are big questions because that's going to place a big emphasis on where you're ranking. And so I think that that leads into the first part of your question, which is something that worked really well for us, because we don't look at ads in a vacuum, right?   Gefen: So you know, ACoS is great, but obviously this is TACoS Tuesday and taco of your sales, yes, and so when we're looking at total sales, something that we brought in and I know it's a little vague, but we really looked at the halo impact of ad strategies and how they impacted ranking, ranking and total sales, right. And so when we focused our ad strategy maybe on a cost per customer acquisition model, maybe on a taco's model, and we look to really prioritize, hey, where are we showing up, right? So if, if we're driving all this traffic and we have a 20% conversion rate, let's say, on this keyword, are we tracking, using a Helium 10? Of course, are we tracking that ranking properly? To say, hey, we started running these ads aggressively on August 1st and if we've been tracking ranking on that keyword for the last two months since going aggressive on that term, where are we ranking now and how has it changed?   Gefen: And are there broader KPIs that we're measuring outside of just direct ad revenue? And that worked really well for us because we centered that around 10 poll events and this is a really big strategy of ours. That is incredibly complex, it takes a whole village to actually execute. But when we, when we focus our customer acquisition and ranking models around major times in the year so think Prime Day, think fall Prime Day, Black Friday, Cyber Monday, Holiday, and then, of course, if you're a one off brand, if you I don't know are ski related, then obviously your season is January to March. You know like there are differences, but really peak seasons. If you're able to focus your growth model around the times that are going to give you the most reward, then that worked really well for us last year and we expect to see a lot more of that this year, especially as we all expect people are going to be more deal oriented, the constant battle for margins. So the better ranks you are, the more organic sales you drive, the better your TACoS is.   Carrie Miller: Yeah, so are you. Are you also maybe sending a lot of outside traffic for that ranking as well, or just utilizing? Can you tell us a little bit about that and what your strategy is there? That kind of goes in with what you were just talking about?   Gefen: Yeah, absolutely so. One of the verticals that I oversee is paid search and social, and so that's going to be met in Google primarily. There's Pinterest, there's Reddit, there's now TikTok. That can drive back to Amazon as well. I think there's two buckets. I think you have the always on external strategy right, which is the constant drip of, say, a Facebook campaign that's driving, whatever the budget is $200 a day, $150 a day, whatever it is back to Amazon. We all know that Amazon is going to reward external conversion a little bit more. Also, the Amazon attribution program gives you a bit of a boost with getting up to 10% back usually around 5% to 7%, but up to 10% back on each sale, which is nice. And then you also get a boost in your actual ranking. The influencer programs that we've run specifically for 10 poll events again, to go back to that first point, those are the ones that have really kind of set themselves apart or set those brands apart, the ones that are willing to have very strategic and targeted strategies towards high return on investment periods. And so you have the always on, which is great, that is a constant, and we run that for many brands. And then we have a few brands, usually on the larger side, that are willing to invest some serious cash into some of the of Amazon programs that are just going to drive as much traffic as possible. Those are the ones that see big gains, and it's not necessarily that you have to hit a home run with one TikTok influencer. You can have 10, you can have 20, you can have 30 micro. That actually get you the same result potentially for cheaper. But you have less risk with putting all of your eggs into one basket, and so that external traffic has been really helpful.   Carrie Miller: Yeah, I actually know some people in our elite group said that their ranking just organically just shot up just from their TikTok stuff that they were doing. They were focusing on certain keywords in their title and they just all the traffic from TikTok was really bad, yeah, and now there's actually a TikTok shop, so that's actually going to compete with Amazon.   Gefen: We've actually launched multiple brands on TikTok shop. We're seeing phenomenal success with those. It doesn't necessarily directly translate to Amazon sales, but what we always say at Vendo and it's the approach we've taken that has been very successful for all of our brands is you can't separate your customers anymore, right, you can say that an Amazon customer is in its own bucket and they're never going to be a DTC customer, and vice versa. Yeah, every customer everywhere you're exposed is a form of advertising and you can't force a customer to buy in a certain place. So if you're available on TikTok shop and that's where they find you, maybe next time they're going to buy an Amazon, right? Or maybe they're going to buy your DTC. As long as you're looking at the business holistically and Amazon is a piece of that pie, or TikTok is a piece of that pie, then, and your business is growing, then you know that your efforts are pushing the whole business up.   Carrie Miller: Yeah, I was saying that I think that a lot of people aren't necessarily comfortable yet purchasing on TikTok, so I think that's why a lot of people are just going to Amazon. They might be like, oh, I saw this on TikTok, but maybe it'll change eventually, because I think we're still seeing quite a bit of traffic on Amazon, even though TikTok is like not wanting anyone to do that. Have you seen that same thing?   Gefen: Yeah, I can't remember what the exact term was. It was like I saw this on TikTok, or I found this on TikTok, or seen on TikTok, or something like that.   Carrie Miller: Yeah, TikTok.   Gefen: whatever the thing is, TikTok is game here, yeah it was one of the largest search terms a few months ago. And so, to your point, 100% right, yeah. And that is actually, I think, more proof to my previous point, which is, wherever they're seeing things, they're coming to other places, to their comfortable place to buy. And so if they're coming there and from an advertising perspective, we're showing up where we need to show up, then we're in a good place, right yeah, because then we're going to get that conversion and that you just you spent elsewhere. Maybe your customer acquisition was slightly higher, but you drove that conversion.   Carrie Miller: Yeah.   Gefen: And, at the end of the day, if you have a good product and your customers are loyal, then it's going to pay off in not even the long term.   Carrie Miller: Do you see that a lot, because I know you do a lot of DSP too. Do you see that a lot with DSP, where you're kind of putting a lot into Amazon and maybe you don't necessarily see the exact conversion on Amazon, but then all of a sudden their website goes way up or kind of other platforms.   Gefen: So a couple of points to that. So, when it comes to programmatic, there is there is native programmatic on Amazon, right so. And then there's also non-native programmatic, right, so we can use something like the trade desk that can kind of target any programmatic targeting across the entire internet. Basically, the latter, yes, right, so the latter we do see that kind of um, that kind of halo impact across either website, and you can, you can also measure that right. You can put in a pixel and you can actually, so you can also put in a pixel on the, on the um, on the Amazon DSP as well. So you can put a pixel on your website for Amazon DSP and even though traffic isn't necessarily driving to your website, it will still pick up if there are sales on your website or, at the very least, visits from that same campaign. And so the interconnectedness of this world is growing, where the advertising synergies are becoming a lot more um, a lot more intentional, and so you have to have the pixels on your DTC site, right. You have to be launching on TikTok, you have to be on Amazon, on Walmart, because if you're not measuring that, then you won't know if, if your sales are lifting across the board. And if they are lifting, then you don't know where you can take spend. Maybe you're bloated in one area and two lean in another and you can put those and so, uh, to your question, 100%. Um, we do see the halo impact from DSP with Amazon DSP specifically. I will say the biggest halo impact is actually in the performance of the PPC ads. Um, we usually tend to see, especially on our mid, mid to large size brands, um, when we launched DSP for them, their PPC ads tend to pick up in specifically in performance. So their, their ACOS tends to go down. Um, and that's probably because Amazon, as we all know, is a, uh, is a pay to pay platform, so they're just rewarding you with being further entrenched in their ecosystem.   Carrie Miller: Yeah, that makes a lot of sense. I did have actually another question, um, kind of about just some newer things that are going on with Amazon. Have you started the using the, the TV ads and then also just the sponsored um ads that go to uh like things like Buzzfeed and um, I forgot what the it's called, I think it's uh Sponsored Product Ads but they go to publishers. Have you started using those?   Gefen: So yeah, Sponsored TV.   Carrie Miller: And then also they're sponsored ads that go to like Buzzfeed or yeah, yeah.   Gefen: So two points. So, first off, Bradley's point. We actually don't use Paki for Amazon. We uh use them for Walmart. Uh, we actually use software for Amazon, besides Helium 10, of course. But as far as management software goes, uh, it's, it's all manual, um, um, but, and we can talk, we can have a whole 10 podcasts just on that. Yes, there's a ton there, but as it pertains to sponsor TV, so that's something that Amazon launched at uh, unboxed this past year, um, and the goal is to create similar to how sponsored display is like DSP light, sponsored TV is like STV or CTV light, right, so they want to bring the, the, the TV portion of programmatic, into a self-serve area. There's pros and cons. The pro is that there's no minimum, there's no barrier to entry. You can throw up a video and it gets blasted out towards a bunch of different publishers at a um at a uh, fairly, fairly decent rate. It's a little bit more expensive, obviously, because you're not able to put your max CPMs or anything like that. At the same time, you have no control. So, similar to sponsor display, um, you know, if you work with and uh with an um, with an agency like Vendo, uh, we don't have any minimums on our uh, on our uh, on our DSP self-serve seat, so we're able to uh to say, hey, you know, if you want to spend a thousand or 2000 or 3000, you can, you don't have to spend 20.   Gefen: Um, and so my recommendation is, if you're a very small brand, you're starting out, definitely test out sponsored TV. Don't expect because they're usually non-engageable, or or, if they are engageable, um, the really the primary KPI and what they're optimized for internally is views. Um then, don't expect a strong row as treat that as a top of funnel approach. Yeah, at the same time, if you do have a little bit more budget and you want some more control, go into self-serve DSP. You're just going to get more. You can choose what your destinations are, what your publishers are, you can choose your audiences, you can choose your retargeting. You can't in sponsored TV too, but there's just a lot more control and so, similar to sponsored display, it's a great launching pad. But I wouldn't say, hey, if you're going to take 10 grand and throw it into there, take 10 grand and throw it in the DSP, you're going to see better results.   Carrie Miller: Yeah, that's very good advice for everyone, as far as the DSP, Very good advice for everyone, especially for smaller brands, Cause usually it's all you know, it's harder because a lot of people are focused on big brands with kind of strategies and smaller brands is like I don't know if it's time to do even DSP or the sponsored TV. So that's good advice about the TV and there is no real, like right time.   Gefen: I would just say hey, if you have some budget, if your ads are performing well, test it out.   Bradley Sutton: You know, we test as much as we can, I mean if it works, amazing.   Gefen: You know. If it doesn't, then we know it doesn't and maybe we'll test it out later on. But we can put that budget immediately into other areas.   Carrie Miller: How long do you usually test it for DSP? Two or three months or?   Gefen: Technically, DSP is a 14 day window before it's actually giving you proper data and usually DSP you'll know within a month.   Carrie Miller: Okay, that's good to know too. Okay, so then we have Chris Shipperling said to your point about trust people also want to see the product ASAP and Amazon owns product operations. I bought a product from TikTok which is from Shipbob. I'll say no more as a customer.   Gefen: Yes, you can technically fulfill with Amazon for TikTok shop. I don't have too many details on that, but I know it's possible. I don't know how much of that is being conveyed to the customer, and so that's a great point about trust from the. From the customer standpoint as a seller, it doesn't really take much more. I don't know the fees, I don't know what it kind of entails, but I know that I've heard that is possible.   Carrie Miller: I it is possible and that's definitely a better. You basically connected to your Shopify site and then use the fulfillment by Amazon. But I I did purchase something on TikTok and it was literally shipped all the way from China. So I didn't know that was happening when I bought it. So that is kind of the that's going to kind of ruin some trust, I think, with people. So something to think about moving forward.   Gefen: If you even talk about Temu here either, because that's a different ballgame.   Carrie Miller: Yeah, that's another one. All right, and let's see, Chris Shipperling has something else. He says, which, which is why you always KPI individual platform metrics, but blended CAC is so important when you do have several activities running to drive traffic and conversion. Completely agree with what you were saying, so yeah, 100%.   Gefen: We use a cat model for a ton of our brands. We track new to brand customers on Amazon very closely new and repeat as well, and we have we have a lifetime value graphs that we track over multiple years to see what the actual return is for our clients.   Carrie Miller: Amazing, that's awesome. Okay, so, Michael, would love to hear your thoughts on how to organize Hold on sponsored product campaigns. Thank you, you lost your audio there multiple skews in a category, independent skews, not variant ASINs that share many keywords. When is it better to combine ASINs into an ad group and let Amazon pick the best for separating each SKU into its own ad group or campaign?   Gefen: Thanks, it's a phenomenal question and this is where you're going to hear the variation in answers. You're going to hear shows that advertising still, to an extent, is a good amount of art versus science, because there are different opinions and I manage my own brands for Vendo as well, and I've actually done both in terms of separating out and then keeping them together. So a couple of different things. Number one there are always differing what's the word differing attributes to a product, right, whether it's a count, whether it's a size, whether it's a color, at the very least you can separate out by that. So, for instance, if you have TVs, right, you might have a smart TV. Right, so let's. But you could have a 45 inch, a 55 inch and a 65 inch smart TV. So, right off the bat, you can look at the search volume. For what is a 65 inch TV bring in in terms of search volume? Okay, that's, that's a separate campaign, right, 55 inch, separate campaign.   Gefen: And then to your question, my recommendation and best practice is you can never rank and and equally grow all of your products, right, you have to have a hero item or a hero couple of items. So, for instance, let's say you go back to these TVs. You've got, I don't know, 10 sizes, 354555, whatever it is. Some of those are going to be best sellers, right? More people search for 55 inch and 65 inch versus 24 inch, so you know that those are the ones that have the highest potential and those are the ones that you're going to want to rank. So you might as well take those, and maybe take three of them, and put them into their own hero term campaign, so smart TV, tv, etc. And then that way you're focusing the majority of your ranking spend on the highest search volume terms towards the few that are actually going to generate that sales and performance.   Gefen: And even within that, I mean usually think about it. I mean, how many brands do you see that have three products ranked on the top row? Right, it's usually one. And so at the end of the day, we are going to try and diversify our sales as much as possible, but at the same time, one product is going to win out. And so to the last part of your question, when it's better to combine a since into an ad group on Amazon, pick the best when it comes to your hero items. Let's say you've got three and that whole product line the three best selling colors, three best selling sizes, whatever it is, put those into their own ad group and then Amazon can choose. If you're again going back to smart TV, it's like, okay, someone's typing in smart TV, Amazon's going to eventually know whether or not someone typing in smart TV is more likely to buy 55 inch or 65 inch. And you'll be able to see the conversion rate, you'll be able to see the performance and you can say that's good, that's not good, etc.   Carrie Miller: We'll go into kind of ad creatives like videos and stuff. How do you optimize those? Are you doing a lot of tests and split testing? What is your process for creatives And so when it comes to the best. ?   Gefen: So, again, we have five ad verticals. Every vertical requires different size creatives. So we have a phenomenal team working on our creatives that can really customize to whatever it is that we want or need. A Facebook creative is going to be different from a DSP creative. It's going to be different from a, from a credo creative. But to backtrack for a sec, specifically on Amazon, specifically for something like sponsored brands because you're sponsored brand lifestyle imagery and sponsored brand video, right, those the two main creatives that you're going to be generating. And I will say, first and foremost well, first of all, by January 31, all of your product collection ads have to have a lifestyle image on them, if not, they're going to be paused. So that's a note to everybody that's selling you need to have a lifestyle image on your product and ads, if not, they're just not going to show up. That's by the end of this month, but I've found, from a video perspective, having a video versus not having a video gets you 80% of the way there. Of course, it needs to look like decent, right, but if you have any form of a decent video made by, made by a graphic designer or software, that's good enough to pass for you to be like okay, I'm fine with that. You're 70 to 80% of the way there. Obviously, that 20% for much larger brands matters.   Gefen: So that's where you bring in different testing, right, and usually that's at the discretion of the brand's creatives, right? We're not a full creative agency. We have creative support, and so what we like to do is we like to take their direction and actually make the asset. So usually they have a marketing team that's going to bring us either static imagery or video imagery, and then we're going to scale that into, let's say, three different videos from that static imagery of just like slideshows or whatever, and then maybe we'll test out those three. Now Amazon's sponsor brand video has different ad groups that you can test out, which is awesome. So you can do like three different ad groups there and whatever ends up working. Basically, from a CVR standpoint conversion rates going to be your primary KPI there Then that's the one that you go with.   Carrie Miller: All right, very good, we actually have something else from the audience. I sell yoga pants. Can I print my website on the product hang tag? Does it follow Amazon and Walmart terms of service?   Gefen: I don't think it does. I don't think that you're allowed to drive any form of traffic to off Amazon. Don't fully quote me. I am not an expert in all of Amazon terms of service. I know the ad portion. But if you were to ask me my two cents, I would say if you're referencing your website anywhere on your product and Amazon catches you, it's probably against TOS.   Carrie Miller: I do actually on mine, have on our packaging our website, because we use the same packaging for all different platforms and I know big brands also have their websites in there and they even have you know things where maybe it's not enforced. Yeah, I don't know if it's enforced as much, but I think it's if you kind of drive traffic to your website or you're kind of contacting people with their info. But it is kind of a gray area there. So yeah, that is a hard one.   Gefen: Yeah, it's tough. I know that on any assets you have on Amazon you can't do that. We've even made videos where, like at the end, like we've just taken a video from their website and put it onto sponsor brand video and it was like at the end, like the last slide was like buyonx.com.   Bradley Sutton: And it got taken down. Yeah, exactly.   Gefen: It just depends. I mean there's a lot of gray area. My guess is that's against TOS. Also to your point, Carrie if a lot of people are doing it, maybe it's not really a police stuff that much.   Carrie Miller: Yeah, I think. I think the kind of differentiator is are you trying to drive traffic away from Amazon, or you know? I think it's also when you think about big brands. I don't think they're all going to change their packaging just for Amazon?   Gefen: I guess that's going to not yeah, yeah, so that's also a good point.   Carrie Miller: It's not really. You know it's when you're like you've got an insert and you're like buy this on my side or you know something like that. That's kind of a difference, whereas if it's just on your packaging, I think it's, it should be fine.   Gefen: Yeah, um, that's actually a good question. So, do do branded campaigns help in the organic rank of your product? It's yes and no. So when you're launching, 100% yes If you're launching a new product line inside your existing product catalog, um to leverage your branded campaigns is huge. Or, excuse me, your branded traffic with branded campaigns is huge because that's how you build your sales velocity quickly. Same time, if you are seeing that you know a majority of your spend is going towards branded um, then I would look at the CPCs and I would say you're probably not um helping out with ranking as much as you could be for non-branded terms. Remember, amazon will rank you based on how you perform on non-branded terms. If you don't drive traffic to non-branded terms, you can't convert against them. If you can't convert, then you can't rank. Yeah, good point.   Carrie Miller: All right. Another question from Douda to Silva how do you harvest search term reports from a main keyword running as phase type, phrase type? That uh generate tons of variations of the main keywords. Those keywords are all different, with one clicks costing me a dollar.   Gefen: Yep, that's some. That's probably arguably the largest source of waste it's been. Um is phrase terminology, phrase terms, phrase keywords that generate one click, $1, no conversion. You have a thousand of them, you spend $1,000 and you didn't get anything as a result. Um, switch it to exact, pause it out and then test out them in like groups of 15 or 20. It's more manual work. It kind of sucks. But if you take the thousand dollars you spent, let's say over a month, and then you um, you take 500 of that, so you save yourself 500 and you put it towards 30 keywords and you test and let's say you generate sales after driving 10 clicks on each, on five of them, and then you use those as ranking campaigns. That's how you're able to scale the business. You're going to spend that money anyway. You might as well go deep rather than shallow, all right. Sounds like he was. He was testing me. He said correct.   Carrie Miller: Hmm, that's. That's an interesting test, all right.   Gefen: I'm glad I passed.   Carrie Miller: Yeah, yeah, you're definitely passing all these little tests here from people. Um, uh, just on a kind of an ending note um, are there any other kind of things you want to leave for people in 2024? Kind of final thoughts of you know what to look forward to, what, what people should be focused on, and uh, and yeah, just any final words of advice search volume trends.   Gefen: We use Helium 10, I mean hourly, but daily, obviously uh to to look at where the search volume trends are in the space. And when I talk about 10 poll planning, when I talk about uh, uh, high, high traffic times, um, it's just the nature of the beast that you are going to perform better at certain times of the year. Um, you need to have a strategy that is able to address low demand and high demand to what you need your business to do, and so the more demand you're tracking, um, the better, uh, you're going to be able to prepare for that. And just a very simple equation or a simple example, excuse me, is um, if you know that last year you did phenomenal in December, um, then take the steps in October and November to make sure you're ready for that. And if that might mean taking or spending less in August and September, if you do have an annualized budget, then make sure you're looking at December in February, so you know that by the time August and September comes, you know what you need to do to prepare for that time of year. And so you, you know, we have, for almost every term, we have four, five, six years of data. At this point. You know what the best times of the year are. Obviously, things change every year, but we do know that, hey, if you're a holiday or a gift brand, prepare for that Right. And if you, if you are a brand some brands don't, but if you are a brand that has a hard dollar budget, make sure you don't get to December and you're out of money.   Carrie Miller: Yeah, that's a good point. Something to point out too about the Helium 10 tools Cerebro. We have um. It has shows trending if of keywords trending up or if it's trending down. So you can constantly check the trends and how much, what percentage, they're trending up and down. But then you can also do historical keyword searches for 24 months in the past. So that'll really really help. You know, you can kind of see year over year in the last two years what happened. But then you can kind of project also moving forward based on kind of the difference there and track it that way. So definitely, you know that's a really good point. Is, you know, kind of projecting out and making sure you plan properly your budget in the right places, very good? Well, thank you so much for joining us on this episode of tACoS Tuesday. If somebody wants to reach out to you, how can they find you?   Gefen: They can find me by my email, geffen at vendor commercecom. Yeah, would be happy to talk anything. Advertising, um, we, like I said before, we run ads. If you can run ads on it, we do. But we take a different approach and that we make sure that we are looking at your business holistically and we're not just spending to spend, we spend to grow and so, um and so, because we spend to grow, we might recommend different strategies and say, hey, you know, even if it hurts us, right, because we take a cut from that, even if it hurts us. Say, hey, you know, you shouldn't spend 100 can meta. Maybe let's look at these different avenues or save that money for later on. We want to make sure that we are going to provide the best service for you guys.   Carrie Miller: That's amazing. Yeah, thanks so much. I love you guys. Want to reach out to Geffen or Vendo? You need somebody to help you with TikTok ads or Facebook or Amazon or Walmart Walmart especially. I get asked all the time about Walmart, and Vendo is definitely one of the uh the top uh players in the game for Walmart.   Gefen: So one of the largest advertisers on Walmart. Um, I think we have one of, if not the most, brands on Walmart advertising and um, we've just seen so much growth there.   Carrie Miller: And so, yeah, thanks again for joining and thank you everyone for your questions and for joining us live, and we will see you again on the next TACoS Tuesday, which will be next month, and we'll have a different guest. But thanks again, Gefen, for joining us.   Gefen: Of course, see you later.  

Get ready to immerse yourself in an enlightening discussion and AMA session with Matt, an expert in advanced strategies and Amazon PPC. Join us in this TACoS Tuesday episode, as we answer questions about variation listings, auto campaigns, broad campaigns, and ranking. We also take a peek into Matt's impressive background in e-commerce, recounting his experiences with selling textbooks and private-label products. Hear us as we dissect Amazon's latest data tools like Product Opportunity Explorer, Search Query Performance, and Brand Analytics and discuss how these can help sellers optimize their advertising strategies in this highly competitive market. As we journey deeper into Amazon PPC campaigns, we touch on our “north star metric” of two sales and a click-through rate above 0.2%. Learn about the significance of negative matching and how to identify underperforming keywords using the search query report. We also shed light on the benefits of using software like Pacvue for automation and analytics and how it can save you time and effort. Plus, discover the advantages of day partying and understand the impact of different match types on campaign creation.   Lastly, listen in as we dissect the topic of Amazon PPC and how to leverage it to drive sales and boost profits. We share the calculation for adjusting bids based on target ACoS and emphasize the importance of not solely focusing on ACoS as a metric. We also touch on the recent announcement of Sponsored TV and its potential for both large and small brands. Tune in as we demystify the misconception that PPC must always result in immediate profit and share strategies for effectively utilizing broad keywords despite their increasing cost. This episode is packed with practical advice, insightful discussions, and cutting-edge strategies to help you win in the world of Amazon selling.   In episode 516 of the Serious Sellers Podcast, Bradley and Matt discuss: 00:00 - Expert Matt Altman Discusses His Amazon PPC Strategies 07:59 - Keyword Promotion, Sales Metrics, and Negative Matching 11:59 - Maximizing Advertising Efficiency With Pacvue 15:44 - Bid Adjustment and Amazon Sponsored TV for Sellers 23:28 - Amazon PPC Strategy and Optimization 28:21 - Analyze Ad Performance With Feature Pack 32:25 - Using Keywords for Effective Campaigns 35:27 - Boost Search Ranking With Brand Name 37:29 - Amazon Variations and Outside Traffic Strategy 43:08 - Invitation for January Case Study ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos Transcript Bradley Sutton: Today we've got one of the world's foremost knowledge experts on Amazon Advanced Strategy and PPC Matt back on the show and he's going to be answering all of your questions live, as well as answering a lot of my advanced questions on things like variation listings, auto campaigns, broad campaigns, ranking and much more. How cool is that? Pretty cool, I think. Want to keep up to date with trending topics in the e-commerce world? Make sure to subscribe to our blog. We regularly release articles that talk about things such as shipping and logistics, e-commerce and other countries, the latest changes to Amazon Seller Central, how to get set up on new platforms like New Egg, how to write and publish a book on Amazon KDP and much, much more. Check these articles out at h10.me forward slash blog. Bradley Sutton: Hello everybody and welcome to another episode of the Serious Sellers podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that is our tacos Tuesday PPC show of the week or of the month, I should say where we go in-depth into anything and everything Amazon advertising with special guests that we have, and this week or this month we're going to have a special guest. We're going to invite him up. We're having some technical difficulty. I'm here at the Helium 10 office actually here in Irvine, California, today. So I don't have my regular setup here, but wanted to make sure everybody's having a great Q4. So far, all right. Let's go ahead and bring up our guest of the month, and it is Matt from Clear Ads. Matt, how's it going? Matt: Good, how are you doing, Bradley? Bradley Sutton: Doing awesome, doing awesome. Where are you actually watching us from? Where are you located? Matt: So currently in London. So we're here in London for the next few months, but we moved to Spain about six months ago. Bradley Sutton: Oh, nice, how's that been. Matt: We're in Barcelona. It's been great so far Loving it. Bradley Sutton: Awesome, awesome. Have you been to any FC Barcelona games since you've been out there? Matt: We haven't yet now, but it is at the top of my list. Bradley Sutton: Yeah, I've been to a couple when Messi was still there. Of course, those are good times. Love Spain Now, just in general. We've had you on the podcast before and you gave us really cool strategies in general. Today we're kind of going to be focused on PPC. That's like one of your specialties, but can you talk a little bit about your background and how you came into that Amazon space, if maybe somebody might be listening to you for the first time? Matt: Yeah, definitely so. Been in the space since around 2011, started in college actually selling textbooks and retail arbitrage, so did that for about three to four years. Kind of scaled up my bankroll to where I could get into private label and jumped at it and honestly launched a bunch of crap. We did really well for a few years until a lot of the manufacturers just started going direct to Amazon and had some pretty bad years. But pivoted, got into supplements and food and that's been for like the last six years. Bradley Sutton: Awesome. Now you are known for a lot of like really next level strategies. We've had you before at our elite workshop and things. And so thinking just first of all, I mean it could be about PPC, but just thinking outside of PPC, almost with all this new data that Amazon has come out with in the last couple of years, I mean I think a lot of us were even surprised years ago when Brand Analytics came out. And then nowadays, search career performance and things like that, this is stuff that I would say I don't know about you but me. Like four years ago I would have bet $10,000 that there's no way Amazon would ever tell you exactly how many sales are coming from a non-normalized search and what the click share percentage of top 10 competitors are, and this and that I mean people were paying Amazon employees thousands of dollars for these underground reports that weren't even as robust as what is now available for everybody. So what's your favorite thing? I'm assuming it's search career performance. Your favorite thing that Amazon has come out with? And then what part of that especially do you think is super powerful that Amazon sellers should be using? Matt: Yeah. So I would definitely say search career performance is up there. I would say they haven't changed too much about it in the last like year and a half, but really, where we've been getting a lot of knowledge and data from is Product Opportunity Explorer. I would say like this used to be kind of bland, like years ago. They recently updated it, and the amount of data that they are giving you is insane. I mean, they're telling you exactly if you sell such and such supplement. These are the 15 keywords that matter. Here's the trends on that, here's the seasonality. Like every data point that you really need is there, and that's what you need to win on, I would say. The other big one, though, is the new reports in the brand analytics, where it's giving you greater details into your customer segments. So, like we sell and consumables, and we've always kind of taken a strategy on ads that's hey, like, even if our cost is 100%, what is our cost per net new customer? And we were trying to manually calculate that previously, and now they're telling you specifically by week, how many returning customers, how many net new customers you have. So it's really helped us dial in the ads for that specific strategy. Bradley Sutton: Okay, cool, like. One thing I always liked about Product Opportunity Explorer even when it was kind of bland, as you said was seeing how many, for example, how many products it took to make up or in the old days, 80% of the sales for the entire niche. Now they kind of like, without even announcing it, they change it to 90%. But then it'll be interesting to see that you know some, you know quote, unquote markets or niches, what they call it you know, would have like 200 products, means like it's kind of like wide open, it takes 200 products just to make up 80 or 90% of the sales. And now you know there might be some where it's like only 40 or 10, you know like or like wow, there's 10 people dominating this. Now how would you personally use that information? Like is one or the other like better than the other? Matt: Yeah, so the great thing about Product Opportunity Explorer is it really shows you what keywords are driving the sales for those. So more than how many products are there we're looking at, are there branded terms that are in the Product Opportunity Explorer.  So like an example that we were looking at this past week was for a floor cleaning product and we saw that of the 20 top like 50 keywords, bona was one of the main sales driving keywords. Like, even if there weren't that many products in that category, we aren't going to be able to overcome that branded search deficit. So it's just not something that we would go into Um, but we definitely prefer to go into categories where those sales are spread across more Um. The main reason for that is we really like to do kind of um I would call it kind of like tailgating. We like to kind of stay behind everyone and we'll pull like 10% of the sales from this person, from this person, and you can kind of pick off keywords from certain top products and they may not notice that you're coming up and then you can really use that to catapult yourself to the top of the category before the rest of the products in the category realized what's happening. Bradley Sutton: Interesting, interesting, all right Now. Just, you know switching gears and going, you know kind of like PBC. Let let's do like some kind of beginner question, then let's do some some, some, some advanced things. But just, I always ask a lot of the, the the tacos Tuesday guest, about their strategy on this, because I think this is applicable almost to any level of seller. But what's your, your kind of like rule set as far as uh, when you promote keywords from like an auto or broad to to an exact, and also when you negative match on the promotion side, like, in other words, like are, are you looking for at least you know just one sale, or does it have to be two or three, like in the auto and then, and then, and then you, you put it in um or what. What's your criteria for for moving something from an auto to a exact? Matt: Yeah, so short answer. We're usually looking for two sales and a click through rate above like 0.2% Um. That's kind of like our North Star metric Um, but it really depends on the strategy of that campaign. Um, like, if we're wanting to run a lot of just awareness, we're going after ones where we may not even have sales at all but we have a high click through rate because it's a discovery keyword, that someone's kind of navigating that category with Um. So it varies, but typically it's two orders and above like a 0.2% click through. Okay, Awesome. Bradley Sutton: On the flip side, when are you negative? Uh matching, like uh, is it a certain number of clicks? Uh, is it a certain number of clicks that, uh, you have to have? Is it spend that you're looking at without a sale? Um, and then the follow-up question to that is are there scenarios where you're like not just automatically negative matching but you're like, oh shoot, this is like an important keyword. I got to figure out why in the heck I'm not converting on it before I go and just blindly negative matches. So it's kind of like a two prong question there. Matt: Yeah, Um, so this is, this is where really the search query report kind of data comes into play. Um, we're looking at, hey, like for competitors, um, like, is this performing? Kind of what's happening? Why aren't we getting sales? Um, we'll go ahead and test, possibly changing out our titles, our images, um morph towards those keywords and seeing if we can produce some sales through that. Um, but again it kind of goes back to, like, you know, the, the, the, the sort of focus that we used over a year and a half. Back to like, what is the source of that keyword? Is it really a converging keyword? Is it a discovery keyword? Like, we have a few keywords that we spend thousands of dollars on a month on my own brands, where we maybe get one or two sales Like it's out of loss, but we know it's a keyword that someone that's looking for a type of product uses is like their first term when they're trying to figure out which one to buy. And we just want to make sure that we're always top of mind really hard to like, distinguish that out and see that you were getting benefits from that. But now we're able to go a little bit deeper in that funnel and see that like yes, this is actually driving sales further down the funnel for us. Bradley Sutton: Okay, cool, cool. Now on the more advanced side, like you know, as I just threw on my, my pack view, my pack view jacket here, what, what are you? You know, like I know you've been using pack view for a while, but you know somebody out there my in general not understand, like you know, some of these services. You know pack view is not like oh yeah, you know, $49 a month subscription, but no, it's, it's, it's, you know costs, costs some money to you. So at what point does does it make sense for somebody to to like say you know what, I'm overdoing these Excel spreadsheets, I need to use a software. And then what? What makes a software suite like Pacvue so valuable? Like, how to you know? Cause you're not going to be paying money for something for you or your business or your clients that doesn't give you good ROI. So why is it worth it for you? Matt: Yeah, yeah. So we've been using Pacvue for gosh almost like seven years now. I think we were one of the first like agencies at my prior agency to come onto the platform and we love it. Honestly, wouldn't go anywhere else. So first thing I did when we came to Clare ads, we actually started switching all the accounts over to Pacvue. But in reality I would say it's usable for every level of seller. But we've had a lot of accounts come to us that may be using it but they don't know how to actually use Pacvue to its full advantages. They aren't taking advantage of all of the automations and analytics that are on the back end there. But I would say, even if you're a smaller seller like in using something that, like Bradley said, is $49 to $59, like even though Pacvue is gonna cost more, you're going to get so much more out of it. It will make your ads been more efficient. You will see better results as a whole. Like make the switch now, because it's a lot easier to switch when you're starting out and you have very few campaigns. Like migrating accounts over that have 400 campaigns already. Like it starts to get hard and you've got to really rework a lot of that. So I believe in doing it right from day one, and you're gonna save yourself a lot of work down the line. Bradley Sutton: Now, one of the things Pacvue does that probably eventually is gonna come to regular sellers might have some visibility in this aspect, but it's kind of like the ability to do like day partying and things. So is that something that you guys actually do Like? Do you use that service of turning off ads or changing budgets at certain times of the day and if you are, what's your criteria when you're looking at that? Matt: Yeah, so we do use that on every single account. We use it in one of two ways. One is we're manually adjusting it based on, like our peak sales hours that we know of, if it's a high selling account. But on other accounts, Pacvue actually has an awesome feature where you can set up a day partying scheduler based on conversion rates, click through rates, number of orders by hour, and it will dynamically update that based on a trailing two week, three week period, whatever you set it to. So Pacvue really does a lot of the thinking for you and eliminates kind of that concern from your mind. Bradley Sutton: All right, let's see we've got from Dota In Amazon PPC campaign. Should I create one campaign containing an ad group for phrase match exact and broad, or should I create each match in their own campaign or like? So I guess he's saying like maybe he should have different ad groups in one campaign or do you just have like one ad group per match type, per campaign? Matt: Yeah, so I'll tell you why we do it a certain way. I would say this is definitely kind of interchangeable depending upon how you want to manage your campaigns, but in order to have full and absolute control you need to have a separate campaign for each of these. A good example of this is we had a client who came to us. They had a lot of mixes within their ad groups during Black Friday, cyber Monday, they upped their bids with top of search modifier and they didn't realize that it would affect their broad targeting terms, that they were spending like $7 on broad terms and just getting placements everywhere and tank the performance. So we always break them out into their own campaigns and then even from there we'll typically segment out, like superhero keywords, into their own single keyword campaigns. Bradley Sutton: Okay, excellent. Let me see we've got another one here from Kim Kim K. I don't think it's the Kim K. Hey guys, do you have a calculation that you use to determine how much to adjust bids? Longstanding sponsor campaigns with lots of history is the focus target. Acos, thanks to Vets. Matt: Yeah, so this is pretty easy. You can put together a pretty simple formula to figure out bids based on your target ACOS. So, off the top of my head and I could be saying this wrong we have it in Excel sheet. But you're really just looking at cost per click times, conversion rates, and then equals your ACOS over that. I would say we typically don't optimize any campaigns towards ACOS. I think it's something that's been brought up a lot across, like the Amazon ecosystem, and it's never really the best metric to look at. We've had a lot of accounts that have come to us where their sales have depleted over the last year, year and a half, and they're running very efficient. Like 20% ACOS. Tacos are like three to 5%, like the account looks healthy but you're undermining the daily velocity per keyword that you can achieve, which ultimately kills your organic ranks, and then you may not see it now or three months from now, but six months from now you're gonna be like what the heck happens and it's really hard to climb yourself back out of that pit. Bradley Sutton: Yeah, yeah makes sense. But just in general, before I go into some more specific ones that I had. You know, we recently had Amazon unbox and there was a number of announcements one of them being sponsored TV, that create a lot of buzz. But the question I think a lot of people have is is, well, that's still something, or maybe only for humongous, you know sellers like first of all, is that true, or is there a path to using sponsored TV for, you know, maybe there's a low seven figure seller, high six figure seller, and then is it kind of only for brand awareness, or do you think that there's? You know the way that they're doing it, sometimes with QR codes, you know, like on Black Friday football game that they had, where there's a direct to purchase link or is it more for brand awareness, do you think? Matt: Yeah. So we ran some over Black Friday, cyber Monday, across large and small brands and actually saw decent performance on quite a bit of them. I would say the biggest factor that really drove it was the quality of creative. A lot of our smaller brands didn't have the creative backbone to really fulfill a huge TV push like that, and that's probably the guardrail that smaller brands are going to have trouble getting over. Like you can't take a $200 video off the Fiverr and put it on TV and expect it to do well. So really focusing in on the creative and making it more like a TV commercial definitely helped for us. But we did have some very basic like stop motion slide animated videos with just some text over them and they did pretty well as well. So I would say it's worth trying out. Just make sure you're really narrowing down those audiences that you're targeting, because the CPMs on it are extremely high. But test it, put $20, $30 behind it per day and just really see what you can do. I do think this will kind of be a big lever that larger brands can definitely lean more into to increase that awareness as they tap out other pieces of DSP and Amazon ads. But smaller brands is like it's just as evil, even as a playing field. But the creative does have to be elevated. Bradley Sutton: Okay. William says should I expect to see profit from PPC? I rarely see profit, however, the volume of sales increases. Where I see profit Maybe he's kind of like talking a little bit of tacos here, or like you know people, I think the narrative nowadays when you hear, when you hear sellers, is oh my goodness, like PPC is so expensive, like I don't even know how I can be profitable. But it's not always trying to just make profit on the exact ad. Right, talk a little bit about that. Matt: Yeah. So like one question I always ask sellers that even like potential clients that come to us when they're complaining about profits or tacos or a cost, I'm like, what's your CPA? And honestly, I can count on one hand the number of people that actually knew their CPAs by product that we've talked to. Every other ad channel you look at CPAs, whether you're running on meta, TikTok, whatever you're looking at CPAs, and every time we've run the numbers the CPAs are way cheaper on Amazon than they are on any other channel. What that means is yes, probably there are some categories where you're going to run PPC at a loss, Like on my brain, main brands. We run PPC at a loss because it keeps our velocities up, it keeps our organic rankings up and you'll see those metrics in your tacos. So really, tacos is kind of your guiding light on that, but really setting in stone a target CPA and not adjusting your bids based on a cost or tacos. But as long as you're hitting that target CPA, you're continuing to see growth. That's what we really like to maximize towards. Bradley Sutton: Excellent, thank you for that. William Guarov says hey, amazon PPC is getting costly. What's a strategy to play with broad keywords? And then maybe I can piggyback on that and take a step back. Broad it seemingly has almost changed over the last year or so. I could kind of predict what would come with Broad. I would use Helium 10, magnet, I would do the smart complete and then I could see all the Broad kind of variations. I kind of know what could potentially come up here Now. I might have coffin shelf as a Broad match and then I'll get thrown in like Gothic decor, like not even the same, doesn't even share the same keyword, and so maybe I'm not sure, if that's what he's talking about there, how it might be getting more expensive. And then if, if so, like, like, how do you deal with that? Matt: Yeah, so I'll answer this and I'll answer more about kind of what you went into, Bradley, because I think that's a bigger picture that people need to look into in the future of Amazon. But really when we're running Broad, we're running modified Broad campaigns so that we're at least trying to get more exact towards what we wanted. I will say it doesn't always work. Sometimes you still get those keywords way out of left field, but you have a bit more control. But I would focus again really on the search query performance data and the product opportunity. Explorer, like Amazon, is telling you specifically what keywords are being searched and what's being purchased. Broad isn't as useful for us as it used to be like. All that data now is getting piped back to us and using Helium 10, using Pacvue, you can find pretty much every keyword that's going to be a converting keyword. The biggest thing that we've seen Broad actually do for us here recently and I would say for the last six months, is it's allowed us to catch on to like TikTok trends that are basically going viral and it's picking up those keywords quicker than we would be able to pick them up. So that has been a huge opportunity. But there are a lot of other, like TikTok, specific tools that you can use to kind of find those trending things to get them into your ad campaigns. Matt: The bigger thing kind of on how Broad has expanded is Amazon, like Google and other search engines, is really kind of shifting towards a semantic search, which is why, like you're coming up for Gothic decor and things like that and you've probably heard other people in the space talking about semantics this has been key in, like Google, seo for the last few years and it's only going to get more and more relevant in Amazon as Amazon starts to switch more towards an AI learning model for their specific search. So a lot of what we've been doing and working on is, for example, typically if you're creating your listing, you'd find your keywords through Helium 10, you'd use Scribbles to craft your listing, make sure you get all your keywords in there, but, like in your example, gothic decor that is a huge semantic keyword that is relevant to your coffin. We would go ahead and put that on the back end or try and figure out how to fit it into the bullet points, because it's just a checkmark that Amazon's looking for now because semantically they're saying you should say something about Gothic with your current product and a lot of products that we've been optimizing towards this on, we've seen success like crazy, probably more than anything else that we've done in the last year and a half. Bradley Sutton: Okay, interesting, let's see. Guarev has another question here. What would be the ideal ratio performing and non-performing keywords in broad? Not sure if I understand that question fully, but do you know what you might be listening for? Matt: Say like in broad you're going to have a lot more non-performing just because of the control factor. Unless you're using a lot of negatives, negative phrases, throughout it, I would say we don't really look at the ratio of performing and non-performing in broad because really where we're caring about performance is on our exact match. We aren't caring as much here. We're using this to seed keywords, so even if they are performing, they aren't staying in broad that long if they are. So typically for us it would be like 90 to 95% are non-performing. Bradley Sutton: Okay, Now switching gears to auto campaigns. What's your strategy as far as, like the close match, loose match substitutes? Do you keep them all in one campaign or do you actually segregate those targets in separate auto campaigns? Matt: Yeah, so we actually mix it up. We've seen hit or miss performance on these when we break them out, for whatever reason. Sometimes they work better even with the exact same beds when they're all together. I don't know why that happens, but we typically test both and then whichever one's performing, we pause out the others and let one continue on. We do do a lot of negative matching in our auto campaigns that we're bidding on elsewhere, but we do also always still run a super low bid auto campaign. We negate out brand of terms and run them at like 30 cents per click, and I was just looking at account before I hopped on here Last week one of them got 135 sales for like $22. Like these campaigns still work, I've used them honestly as long as I've been selling on Amazon and we always set them up for all of our products. Bradley Sutton: Now, going back to software, software like Pacvue Adtomic. One cool thing that we can do is I could just see a search term, but not just at the campaign level. I could see it in all campaigns. Like, let's say, in an auto campaign, for example, I got a coffin shelf and in that campaign I had 40 clicks and zero sales. And let's say I felt that it wasn't too relevant of a keyword. I'm like, yeah, I don't want to keep spending money on this. Obviously, at 40 clicks I would negative match it. But with the software I can see that, hey, it's getting impressions and clicks in a broad campaign over here, maybe an exact campaign over here, but in those campaigns there's only like maybe five clicks. So, theoretically speaking, if I was just looking at that campaign in isolation, there might not have been enough information to be a negative match. But since you have so many negative or clicks with no sales in one campaign, do you just go ahead and say you know what, across the board, I don't want this keyword showing up in any of these campaigns. Or do you let the number? Do you let it roll? Do you let it ride in those other campaigns? Matt: Yeah, so great question. This is actually a feature pack view that we use every single day because you see a lot of variance in this and even like moving keywords over to exact match. But it may be in phrase that have dead like a third of what your exact match one is. Whatever reason, the phrase one is serving like crazy and you're getting sales. The exact match one isn't. So we look at this daily and we're trying to figure out one like why isn't our exact match getting served? Like hey, what's going on here? And adjusting the bids and keeping a close eye on it. But typically if we're seeing performance elsewhere, we'll keep it on, mainly because we don't know exactly where that ad is appearing Like. I mean, we now know like top of search, rest of search, product pages, but we don't really know granular details. This is also something that pack view does really well. When you have your share of voice turned on, you can see exactly where your ads appearing and what placement, what percentage of time. So using pack view or actually I don't know any other tools that do it as deep as pack view does on that We've been able to really narrow it down and figure out like, hey, this one's performing really well and slot four of ad positions. Like we can't get served for this one and slot two or three, and we can readjust our entire strategy for that keyword for position four and actually set up automations in pack view to make sure we're always in sponsored position four. Bradley Sutton: Nice. Now, speaking of that, how are you keeping at top of search? You know like I'm kind of old school where you know you're more old school than me, but you know like in my days when I first started learning PPC, there was no, you know, top of search modifier and things like that. You just raise and lower the bits and I kind of kept doing that because, like you know, I obviously with helium 10, like I'll turn on the boost and keyword tracker and it's checking 24 times a day, rotating, you know addresses and browsing scenarios. So I kind of like, no, am I showing up in top of search and sponsor or not? And I've just kind of like kept doing that. Now, are you still doing that, or do you use those those? You know like, hey, I'm going to go 200% for top of search or some kind of formula like that. Matt: Yeah. So I'll say when the bid modifiers first came out like they were amazing. We could bid like 60 cents with 900% top of search and get crazy conversions and everything was great. Too many people are using them now and it's kind of just a battle of who's going to pay more to get that position. What we've actually switched most accounts over to is actually using pack view organic and paid position bidding. So we'll set up rules to basically increase the bids until we're in position one and that will like set our new base bid if we're going for top of search and then we'll use that and then look at our percentage of serving time through pack view into that and adjust as needed. Like. One nice feature is you can set like I want a 90% top of search share of voice for this keyword and pack view will automatically update your bid without the modifiers, because sometimes using the modifiers can get out of hand quickly and you could spend your whole budget and one day, if the keywords big enough, within a few hours on one of the 50 keywords in your campaign. So we really rely on pack view to figure a lot of that out for us and optimize the perfect position for ads and we've kind of stepped back away from modifiers. The one place we do still use them quite frequently, though, is product page modifiers. We do a lot of product targeting where that's really what we're going after, and it does seem to still work well for us there. Rest of search hasn't been a great modifier for us as of yet. We have better success using set rules and pack view to manage that versus the rest of search modifier. Bradley Sutton: OK, cool, I got a fight to bring that into Adtomic. I didn't know that pack view had that Nice Two part question here from Duda how do you use these keywords Electrolyte protein phrase match and then electrolyte protein powder phrase match? My issue is that they are my main keyword but they generate different variations in customer search terms with different variations. With only one click or two, the most Out of those 50 different search terms that get that those main keywords are generated. How do I pick those that convert it? So I'm assuming that he's got two targets here and that maybe he's getting clicks on a whole bunch of long tail versions of this. Perhaps, if I'm deciphering this correctly. Matt: Yeah. So it depends on how that campaign is set up. So a typical phrase match campaign for us we would never put those keywords into the same ad group or campaign because electrolyte protein is electrolyte protein powder phrase. If you do have them split out into separate campaigns, if you have different bids there, one's going to serve over the other always. You have no real control in that. So I would say if it were me, I would just do electrolyte protein as a phrase match and get rid of any type of variation possible and use that as my guiding light. If you aren't getting served typically I know that's a high volume category your budgets probably aren't enough within that campaign to keep it serving constantly and you're getting middle of page or bottom of page placements. So that's how it's getting your budget throughout the day. I would test increasing the budget on that campaign and seeing what it scales up to and you'll probably see a bit more even click distribution between those. Bradley Sutton: OK, Cool. Sergio has a question here. Hey say, when launching, you tell your friends and family your brand and your product and hey, go buy it. Should I do an exact campaign for the brand name so they don't have to scroll? So first of all, at least it's good that you're like, don't be doing search, find, buy things or something which it sounds like you're not. Otherwise you wouldn't even have this question and hopefully you're telling your friends and family, do not leave your reviews just at all, to make sure that you're not getting in trouble with Amazon. But yeah, if you're trying to get your friends to support your product, I mean I think regardless, if you're trying to get your friends and family to support your product, shouldn't you always target your brand name, or that's only kind of like when you're more of a mature brand, Does that really come into play? What do you think? Matt: Yeah, I would say it depends on your brand name. If it's a unique brand name that, like nothing else is really going to come up for, like yeah, I wouldn't run ads. But if it's something that could be construed as something else, I would definitely run some ads to get towards the top. The one thing I would say about this and it's something that we do when we're launching and you're telling friends, family, anyone about it, we leave it kind of bland and just say, hey, this is my brand and it's a protein powder. I would really appreciate if you can buy it. You're not telling them to go search, fine, by keywords. But if you tell them that, hey, it's protein powder, and brand names are probably going to search protein powder, that brand name without you doing anything, Because it's always better, which is why search fine buys work to get a real keyword in there beyond your brand. But even just pumping the brand name does work as well. We've seen it with TikTok. Brand name searches can skyrocket you for every other keyword that you're relevant for. Bradley Sutton: William says yeah, this is a universal question, I think, or universal debate, I think. For successful exact keywords, do you recommend making those keywords negative in the broad? Some people teach that although you're converting for a keyword in the exact, do not remove that keyword from broad. Matt: Yes, this is debated quite a bit and I'll tell you from our experience it can kind of go either way, like sometimes we'll negate it in broad and then the exact stops performing. Sometimes we'll leave it and the broad performs better. Like it can go either way. I would say it's something that you should definitely test. Amazon ads is still kind of finicky on some of these things. For whatever reason. Older campaigns still tend to work better for us. So if your broad campaigns older than your exact match, it may still continue to outperform for a little bit. But what we do typically do is if we're going to leave it in broad, we lower the bids in broad I'm not specific keyword quite a bit and try and give the exact match as much room to run as it possibly could. Bradley Sutton: OK, cool, let's see. Hina has a question. I have 10 variations. They're not page one ranked. What strategy can I apply to get a good conversion on it? So I'm not sure exactly what he's saying here. But let me just change this into another question here. Like I've got betting that has a bunch of variations, or a consumable that has a whole bunch of different flavors, are you putting all the variations into one campaign? Do you have different campaigns for each variation? Do you only promote maybe one or two child items out of the whole variation? What's your strategy on variation items for PBC? Matt: Yeah, so we run a lot of variations. This is the one place where we do run ad groups. So our main products, the main variation, is flavored. So if someone's searching for a lemon flavored one, you obviously don't want that running against a chocolate flavored one. So an exact match campaign would have an ad group for each flavor and we'd be breaking out the different flavor variances within there. If it's a more broad term that doesn't include a flavor name, we're usually pushing it towards our hero product within that variation. But something that you can definitely test. I would say one thing to look at is search query performance and also the top I think they call it top search term report Now it used to be the old brand analytics report and see what the other top click products are. In our instance, if someone's searching for a sugar cookie, it may be that they're searching for a specific flavor and you can see that by the click through rate and a commercial rates from brand analytics. Bradley Sutton: Cool. Now, before we get into your final strategy of the day, can you talk a little bit about clear ads? I mean who you know, who, who you guys might be able to help the most, and what you guys do. Matt: Yeah, definitely. Um, so we're an ads agency um based in the UK. Um, we work with sellers and actually every single amazon marketplace now, so can help you across the board there. Um, we also do offer like full service management. So if you're looking for content creation, lipstein optimizations or even just day to day like inventory management, case log management, we can help you with all of it. Um, we also run DSPs, so pretty much a to z on amazon, we've got you covered. Um, and many of you may know George Um the founder. Um, he's everywhere. Um, so, yeah, head us up if you need any help with any of those things. Bradley Sutton: Awesome, awesome, all right, now um 60 second strategy of the day could be about PPC. It could be about search career performance. Could be about how to live as a foreigner in Barcelona. It could be about anything you want, so go ahead. Matt: All right, um, so I'm going to take it away and I'm going to do. Uh, outside traffic to amazon Um, so I think one of the big questions that search career report has brought up with a lot of people is like, hey, these sales numbers in here are extremely low. I know I'm selling more for this keyword or this product. Like, why isn't this represented? And I think majority of people don't ever look at outside traffic to listings and what's happening. But if you actually take the time to dive deeper, you would be amazed at how much traffic comes straight to your listing from other sources outside of amazon. Um. One great way to do this is how we do it. Um, you can use SCM, rush or a trust or really any kind of SEO tool. Plug in your canonical um amazon URL and just see, like, what articles have been written about you that you know nothing about, where you're getting posted on social. It will highlight all of these things. Um, but really the big key factor that we've been looking at is if you have a competitor in your category that you just you can't figure out how they're doing things. Chances are it's all coming from outside of amazon and that's why you can't compete. So doing this simple search, you can see like, hey, these are the bloggers that are talking about it, these are the articles that they got. You can reach out to those people directly. Most of those positions are paid. Like, don't trust any of those top 10 articles, they're all paid. Um, you can reach out and pay for those, and sites like a H refs SCM rush will tell you how much traffic that bloggers are, so you can kind of estimate what your return is going to be on that dollar. Um, I would say another big piece that we've been kind of working on for these is for a lot of terms like your, your coffin example. Matt: Like there's no one out there that has a website about coffins, like that specific product, it would take you with AI a few days to whip together a basic word press site that has everything you would ever want to know about small coffins and since no one else is writing about that, you're going to rank in Google like top three within a few weeks. If you're in these categories where there isn't that much competition or it's a unique product, start making some micro sites. Um, like I've shared some examples at some prior events and presentations, we have a few of these micro sites that are giving us seven to 8000 people a month now to our Amazon listings, and we used AI for the entire process. Um, so it took us maybe an hour per site and they just continue to produce. And the big thing with that is it's a traffic channel that no one else can really steal from you, because most people aren't looking at this and you'll always kind of stay at the top of your category because your velocities will just always be higher. Bradley Sutton: That might be something I'd like to dive into, if you are able to come out in January. Like your step by step case study on that, that sounds fascinating. Alright, well, matt, thank you so much for joining us. I know it's late over there. I appreciate it and hopefully we get to see you in January. Matt: Sounds good. Thanks for having me.

Join us for a fascinating discussion as we unpack Amazon unBoxed 2023, exploring the most exciting releases such as generative AI and more that can level up your advertising game. Our co-host from Pacvue, Anne Harrell provides us with a unique perspective on the advertising industry. Let's start with our chat with Jeff Cohen, Principal Evangelist, Advertising API at Amazon, as he shares his transition journey and the biggest differences he's noticed. Listen in as we dive into the role of ad tech in digital transformation and its implications for brands. We examine Amazon Ads' new offerings like generative AI and sponsored TV, which promise to revolutionize brand imagery and audience engagement. Get the inside scoop on Amazon PPC and new-to-brand metrics that could redefine your brand's success measurement. We also explore Amazon Publisher Cloud, a game-changing technology for publishers that promises unique and differentiated opportunities for advertisers. Get to know Miranda Chen, the director of growth and modernization for Amazon Marketing Cloud, as she walks us through its potential. Learn how lookalike audiences can help your brand reach new customers and how templatized analytics can make AMC more accessible. We also examine Amazon Marketing Stream and Rapid Retail Analytics, which provide valuable data on retail signals. Discover how sponsored products can appear on platforms like Pinterest and the features that make Amazon's new Sponsored TV offering a game-changer. All this and more, right here on our podcast!   In episode 504 of the Serious Sellers Podcast, Bradley, Anne, and our special guests discuss: 00:00 - Amazon unBoxed 2023 04:31 - Insights on Amazon and Advertising Growth 08:29 - Sponsored TV and Ad Tech Announcements 12:29 - Embracing Change in Amazon Advertising 20:40 - Amazon Advertising Full Funnel Solutions 23:39 - Benefits and Capabilities of Demandside Platforms 28:25 - Lookalike Audiences for Reaching New Customers 34:59 - Amazon Marketing and Rapid Retail Analytics 41:15 - Amazon's Sponsored TV Announcement ► Instagram: instagram.com/serioussellerspodcast ► Free Amazon Seller Chrome Extension: https://h10.me/extension ► Sign Up For Helium 10: https://h10.me/signup (Use SSP10 To Save 10% For Life) ► Learn How To Sell on Amazon: https://h10.me/ft ► Watch The Podcasts On YouTube: youtube.com/@Helium10/video Transcript Bradley Sutton: Today we've got a special episode here at Amazon Unbox 2023 where we're going to talk about all of their releases, like generative AI and sponsored brand hats, and also a lot of cool things like sponsored TV. How cool is that? Pretty cool, I think. If you're like me, maybe you were intimidated about learning how to do Amazon PPC, or maybe you think you just don't have the hours and hours that it takes to download and sort through all of those sponsored ads reports that Amazon produces for you. Adtomic for me allowed me to learn PPC for the first time, and now I'm managing over 150 PPC campaigns across all of my accounts in only two hours a week. Find out how Adtomic can help you level up your PPC game. Visit h10/adtomic for more information. That's h10.me/adtomic. Hello everybody and welcome to another episode of the Serious Sellers Podcast by Helium 10 I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. We're here at Amazon Unboxed in New York. I've been on the road for like three weeks and there's a second there where I wasn't quite sure where. I was. I've been in so many countries lately, but we've got a co-host today and from Pacvue, and how's it going? Anne: Great. How are you doing? Bradley Sutton: I'm just delightful. Now, what is your background? What do you do at Pacvue? Anne: Yeah, so I'm a product solutions director for DSP at Pacvue, so I do basically anything related to DSP and AMC help with our product road mapping, help with strategy for some of our enterprise level clients doing customer within AMC marketing you name it, I probably do it. Bradley Sutton: How long have you been at Pacvue? Anne: I've been at Pacvue for coming up on four years now, so about three and a half years total. A lot has changed since I joined. I started at Pacvue focusing on our managed services team, so I was primarily working with some of our strategic accounts, helping to build out their capabilities, doing strategy not just for DSP but across kind of omni-channel focuses, so for search as well. Prior to working at Pacvue, I actually worked in an agency in Austin, Texas, where I'm normally based, where I again did omni-channel strategy for enterprise level accounts. So my background is not just with programmatic and DSP, but I really gravitated to it. It's just one of those types of advertising channels that really allows you to have a lot of flexibility and creativity and really is conducive to innovation. So I really enjoy working on the DSP side of things. Bradley Sutton: Cool. Now what did you go to school for? Anne: I went to school for advertising, so I think I'm in the right place. Bradley Sutton: Okay, so you're right. Where did you go to school at? Anne: It's called St Edward's University. It's in Austin, Texas. So I've been in Austin since I went to school and I just never left about a decade. Bradley Sutton: Okay, I was about to say, because you don't sound like you were born and raised in Austin. Anne: I was not Okay. Bradley Sutton: What were you born and raised? Anne: Well, where I was born was Hattiesburg, Mississippi, but raised is a harder question. I moved about 10 times before I graduated high school. So you pick a state, I probably was raised there. Bradley Sutton: Okay, cool, yeah, because I was like wait a minute, she doesn't sound like a native Texan here. Anne: I know no accent yet. Bradley Sutton: All right, maybe 15, 20 years from now you might have a little twang in here. Anne: Right, right, I actually have a little bit of a Southern accent, I think I kind of got rid of it as I moved around. Bradley Sutton: Okay, cool. Now what are you? We're going to be talking to some people that probably people have never heard of podcasts, right? You know there are exactly executives here at Amazon who are you most excited to talk to today. Anne: If I were to have to say, my favorite subject matter is definitely the DSP AMC side of things, and I know that we're speaking to Kelly, who's the VP of DSP, so that's obviously a great place to start. We're also going to speak to Miranda, who is a director for AMC at Amazon, so I think there's going to be a lot of really great content around that. But in general, we're also talking to a lot of people who are very broadly focused across all of ads, and so I think we'll have something for everyone in this one. Bradley Sutton: Yeah, so you guys might be. There might be some newbies out there, don't tune out. This is stuff that you're going to need to know If you're an advanced seller. We're going to talk about some stuff that you guys might be able to use right away. That was just announced this week at Amazon Unbox, so let's go ahead and hop right into the interviews, all right. First up, we've got my brother from another mother here, jeff Cohen. Jeff, how's it going? Jeff: Everything is great. So great to see you, so great to see the whole Helium 10 Pack View team at this conference. It's great to catch up with everybody. Bradley Sutton: Yeah, Now you've been in the game longer than me. I remember the very first conference I spoke at. You were a speaker and you were already a veteran speaker at that time. You know side note that that conference there probably had the best food I've ever had at the conference. This is probably the second best Like. Jeff: I'm really impressed with the offerings here. Yeah, I'm curious what conference that is, but we don't have to go into that now. Bradley Sutton: But it was right here in New York. But you were on the SaaS side. You know, like I am now. Now you're at Amazon, like what's been the biggest you know kind of eye-opening thing or difference, now that you're on the other side of the aisle. Jeff: Yeah, interesting because I always like to joke that you know I drink the Amazon Kool-Aid before I ever like came here. I've been an Amazon like fanboy since like 2005 when I started textbookscom and it's been interesting because I'm in a unique position where I can bring the outside in and the inside out, and I think that you know, one of the many things that I've learned is maybe like the patience that you have to have with Amazon Maybe I didn't have as much patience when I was on the outside and the amount of time that it takes for some of the things to develop at Amazon. But when they like grow and they go to scale, it then moves at like this rocket ship pace. And so I think you're starting to see that with some of the tools, like AMC or even like you know what's happening with, like Amazon Studios and some of the new, you know productions that are coming out, you have this like rocket ship pace of what's happening in terms of the development and the new opportunities and how advertisers are using the technology, and so you have to kind of be patient when new things come out. So when you have a totally new product like Sponsored TV, you got to realize that it takes a little bit of time to kind of figure out how does it work into the individual advertisers media mix, and so that's the measurement work for each brand along the way. But then once it kind of gets up to full speed, you get to see like how it all works and you know and how it's really excelling brand growth. Bradley Sutton: Yeah, now we're going to be interviewing a lot of your colleagues here about some very specific announcements that happened here at Unboxed and before I ask you to give a rundown, you know, one of the things that was announced today it's on the website too is about the new generative AI that can help people doing Sponsored Brand Ads to generate some new creatives. Can you talk about that just a little bit? Jeff: Yeah, I think there were like three themes to the keynote today that I kind of jotted down. One was this idea of, like digital transformation and one was this idea of like how ad tech plays in in a responsible way. And then the third one was like how we reinvent, right, how we have reinvent what's possible. That was said numerous times, and I think Gen AI kind of fits into almost all three of those categories. And you know, we saw a lot of opportunity, a lot of new changes with Gen AI that have come out of AWS. We saw a lot of changes with Gen AI that came out of Amazon Accelerate, and now we're starting to see some come out of Amazon ads and I'll you know it's cool, right, we can take a product and we can turn that product into a full lifestyle image. And I think it's if you can just start to kind of think about where the possibilities go from there and what else brands can do and how we can enable that, either with what Amazon ads is doing or with what our partners are doing right, because it doesn't always have to be invented by us at Amazon it's really making it easier for brands to be able to take advantage of this technology that maybe was a little expensive or time consuming or difficult to use, and now it's all done with prompts and it's really simple and easy and that's really cool yeah. Bradley Sutton: Now, what about some of the other announcements? Say you have any. You know things that stick out that you're especially excited for. Jeff: Yeah, I think that what we're doing I mentioned it during our opening segment but Sponsored TV, I think is a really cool one and you know, in short, it's democratizing the ability for brands to be able to place ads into our streaming portfolio right so across Prime Video, free V and all the other channels that we have that I can't even remember them all because I'm supposed to think so quickly and I think that's really cool. And again, like there's no budget for that, you do have to have the creative, but Amazon has services that can help you make that creative or there's third parties that can help you make that creative. And I thought that was a really exciting announcement that was made, you know, on the heels of the announcement that was made a month ago. It was kind of reinforced about like what's happening with Prime Video and it moving to an ad supported network, creating a ton of, you know, new inventory for brands to begin to explore, and that's really super exciting as we start to go into it. And then there was like a bunch around ad tech and like what's happening around measurement and I know, like from you know, we're all near and dear to this idea that measurement is critical to our overall success and new metrics that are being released, making it available to understand how new to brand customers are impacting the business, and I think those are all really important for us to be thinking about because we have to close the loop. As advertisers and as we move to this cookie-less world right, it's signs point to it happening in 2024, we have to find ways to be able to close the funnel and understand how our ads are working, and Amazon's working really hard to help brands be able to do that, both within our suite and also when you're outside of our suite. Anne: Yeah, you mentioned the new. New to brand metrics, new to brand consideration metrics, I think is what we're calling them. Can you walk our listeners through what those really are? Jeff: Well, when you're looking at new to brand, right from like a super high level, new to brand is starting to give you this metric that's beyond ROAS, and it's starting to allow brands to look at who was not buying their brand within the last 12 months. Who's now buying their brand, and there's a suite of metrics now that are available for you to be looking at so that, as you're looking at different inflection points of your advertising, you can start to actually dial down into what action you're looking for people to take. And I think that's what's really cool. And it's like this evolution and brands have to think through this evolution like one of the simplest ways to think of this, right for people who maybe, like this concept's a little far for them. One of the simplest ways to think of this is around this idea that, like, if you're trying to get more awareness of your product, when you're looking at a video, you don't want to just see video views, you want to see how long they've been watching the video, and so you might start optimizing your campaign based on video length, how many people get to a half the video or three quarters of the video. And so, when you start to get into the new to brand type of metrics, you're actually saying, okay, I want incremental growth and by definition is, you know, sales you wouldn't have had before. One of the best ways to measure that is by people who are new to your brand, and so by having multiple metrics now to be able to understand how those are being impacted, you can now go back into tools like AMC and see how that funnel is working and which ones are driving the actual you know points that you want to drive and that that's really cool, right, it's, it's very excited about. Anne: I'm very excited too, yeah. Bradley Sutton: Awesome, all right. Last question for you know maybe not something that was released here at Unbox, but you know you're very active on LinkedIn. You see what people are posting about. You know I'm sure you look at metrics about what advertisers are using. Is there something in Amazon advertising that you feel is is kind of being slept on or not enough people are talking about it, that you think more people should be using it? Jeff: I mean more people should be using Helium 10 and Pacvue. Bradley Sutton: That goes without saying. Jeff: Okay, besides that, I think that you know, bradley, you and I get asked this question a lot, right? And? And our answer is always it depends. And I think that, instead of like saying, like this is a tool that you should be using or this is a a, an advertising function, you should be trying, I think that advertisers need to be open to the idea of test and learn, and I think the more you can train your mental model to work in a test and learn type of environment, the more open you are to change, because the only thing that's constant is going to be change. Right, and you started by saying like, where this industry was years ago when we both started, think about all the change that's happened and all the change that's occurred, and the brands that have not just survived but thrived through that are brands that have taken advantage of new opportunities, have invested by testing and learning and have then double down on the things that we're working. And I don't mean to oversimplify it, right, but it's not a very specific answer of like, use helium tens tool for keyword, blah, blah, blah, but it's like that's just one piece that you then use to implement the strategy. So work backwards. What's your goal. How are you gonna get there? And then figure out what tools you need to help you scale. Bradley Sutton: Awesome. All right, well, jeff. Thank you so much for joining us. We've been trying to get you on the podcast for like two years. I'm happy it finally happened and we'll definitely be keeping in touch. Appreciate it. Thanks, guys. All right, next up, we've got Kelly here. Now, Kelly, can you go ahead and introduce yourself? Tell us what you do at Amazon. Kelly: Absolutely so, Kelly McClain. I lead our demand side platform at Amazon, so we call it ADSP, and excited to be here. Bradley Sutton: Thank you for the time. Awesome, Awesome. Now you were, you know. Just saw you on stage a few minutes ago. What were your big reveals of the day? Kelly: Yeah, really good question. So I think if, if you think about Amazon ads and kind of where we've, where we've been and where we're going, we've really continued to make a lot of progress on on how, what we've been building a lot of our goals. We're focused a lot on interoperability with our ad tech solutions, so making it easier to use. We're focused a lot on performance improvements and then again, all of this is underpinned by making sure that we're putting privacy at the core of everything that we're doing, and so, with that in mind, we've been kind of launching this week in particular, a lot of different updates around, as you think about planning, activating and measuring, right. So within planning, we were launching Cross Channel Planner, which is a new way for you to really think about full, full funnel planning. We announced Amazon Publisher Cloud, which is the new clean room technology for publishers, which we're really excited about. We've been making a lot of performance improvements to the demand side platform, both with the user interface as well as the backend performance, and then we've also been been launching a lot more on our measurement capabilities, right, so making sure that marketers are getting the insights real time, making it a lot easier for them to kind of understand. You know how they should be looking at performance and where they should be making future investments. So we're excited about it. It's going to be a really fun week. Bradley Sutton: Awesome, awesome. We have our resident DSP nerd here, Ann, so she's going to go ahead and ask have some follow up. Anne: Definitely. Amazon Publisher Cloud was announced today, which is a big step for your publishing partners, obviously. Do you see any benefit for advertisers with this release? Kelly: Yes, definitely, and you know, I think to your point. I mean we've had, if you think about kind of clean room technology, right, really starting with cloud solutions. Then Amazon marketers cloud right thinking for marketers on how we can help support them. And Amazon publisher cloud it's going to be a mouthful after I'm speaking all morning. So excuse me, but you know that's really about a solution for publishers, right, giving them much more of the ability to pair any unique insights that they have right Demographics that they might know, of course, with folks who are coming to their site and then pairing that with Amazon Ads data. But the real core of that is, of course, providing opportunities for publishers but making it easier for them to connect with advertisers, right, advertisers. Often that you know there's so many different deal opportunities out there. A lot of the kind of deal process is very manual today and it's hard to discover the right deal and knowing which deal is right for you to reach your audience and so you know. A simple example, right is, if you're, let's say, you're a common website and you know the different demographics that are coming to your site every day, but by layering on Amazon audiences, you might realize, oh, I actually have pet food lovers who or sorry, pet food lovers- I have pet lovers who are coming to my site that I didn't realize, and so then that offers publishers the ability to maybe customize some unique deal opportunities to advertisers who might be trying to target pet lovers right, or specific brands who might be selling pet food, and it provides much more unique, differentiated opportunities, and we actually had a recent test with NBC Universal and they were able to offer three and a half times more reach than what they'd seen in the past, which is really exciting. So we see this as beneficial to both marketers and to publishers by really making it a lot more simple to connect with audiences. Bradley Sutton: At the end of the day, you know, pet food lovers are pets in about 10 years at Unbox. I predict like there's going to be some DSP where pets can actually base, you know, based on what they see on TV. Anne: They've already made more of the food, Exactly exactly, so we just launched something. Kelly: And if that's possible, maybe pets will be transformed into some sort of language that they can then activate. Anne: I think so, I think so. I don't even want to think about that. Kelly: I know, I never really thought about that? Anne: Yeah, that's very exciting. So, essentially for the advertisers listening, it's going to make your reach potentially broader but also more relevant, right? So the publishers have the ability to make targeting more relevant Absolutely Great. Another big announcement was the cross-channel planner. Yes, so can you walk us through how you think the ability to forecast reach will change how advertisers perform through their DSP program? Yeah, absolutely. Kelly: I mean, I think one of the biggest challenges today, as you all know right, is the fragmentation of channels and information and the overload of signals, right, and so that's where we're excited with Cross Channel Planner providing more of the ability to help marketers understand who they should be reaching right across the funnel and get much more information on how to kind of more efficiently drive their spend. In the past, we've launched Channel Planner, so that was our first product for mostly catered towards streaming TV, right, and how do you think about reach curves and how do you make sure that you're delivering against that for upfront pitches and so forth, and this is really kind of the next iteration to driving more efficient spend. So, ultimately, we think this is going to be kind of the next step of just providing much more granularity across all of the Amazon ads products on Amazon beyond Amazon, to make it easier to figure out. Okay, where should I be allocating my budget in the best way possible? We had a baby brand who actually was reaching audiences and they activated. So they leveraged Cross Channel Planner, activated via the DSP, and then they used custom advertising to direct customers to their online store and actually had four and a half times click through rate and 11% increase in impurchase rate, which was pretty cool to see. So again, I think the ability to plan and then easily activate is something that we're really committed to and excited about. Anne: Do you think this will be applicable for advertisers who are advertising both on Amazon and off, so more so that third party placement this will help plan for that as well. Absolutely. Kelly: So Amazon is known for retail media and driving conversions in the Amazon store, and we've been making so many investments over the past several years to really drive much more full funnel solutions and making all of our solutions work for all types of advertisers whether you're an advertiser that sells on Amazon or not because we're really excited about the power of again combining Amazon signals with marketers, third party and third party signals in a way that you can actually drive conversions, drive reach and have more of a full funnel experience and conversation. And that's where our Amazon publisher direct team comes into play, where we have a lot of these relationships and can reach anyone across the internet. But we've also been investing in modeled audiences and the performance through the DSP, and so a lot of people are kind of thinking about the loss of cookies in a negative way. We actually see this as an opportunity. We see this as a way to really innovate and rethink how marketers can potentially reach people in a privacy, safe way. That also drives performance, and so this is why we've also been investing in our modeled audience solutions right so, especially as we think about driving sales or reach off of Amazon, and we've been seeing over 25% increase delivery with a lot of the solutions, as well as 12% less cost per click per impression, which I'm barely able to talk. I'm going to lose my voice by the end of this day. But so, yeah, I think all of these from again, the planning, how you can activate all of the performance improvements we've been doing within our DSP we're excited. We'll continue to help accelerate marketers across full funnel wherever they want to reach people, which we're thrilled about. Anne: Definitely the ever looming third party cookie deprecation. Yes, exactly. Kelly: Yeah, a lot of energy, but understandably, and I think it's the right thing for us to rethink how we can really connect marketers and people in the right way, moving forward. Anne: Agreed, agreed. Another thing that was mentioned was the bidding enhancements that are now going to be available through the DSP program. So, essentially, you pick a KPI and you let Amazon do all the bid optimization in order to get to that KPI. Do you think this is going to change costs for advertisers, like, will CPMs go down in highly competitive categories or go up because of this automation? Kelly: Good question and, being a DSP enthusiast, I'm sure you know that our system has been really hard to use in the past. We've heard feedback from customers and partners that it was very complex, and so we've really been. So this goal seeking bidder, as well as re-augmenting our interface so that it's much more anchored on goals, has been paramount. We want to make it easier to use the DSP. We want to understand what is your goal, what are you trying to do? What outcome are you trying to drive for your business? And we've been making a lot of user interface improvements. And then the goal seeking bidder, on the back end to your point, I'm not sure what it will do in terms of you know, I can't talk to overall pricing in the system, right, but what I can say is that we're already seeing, you know, up to 40% reduction in CPAs, where we're able to better optimize against a goal, and we're seeing marketers just really gravitate towards the ability to kind of have much more of a simple experience. But we also believe in control, and so I think that's one of the powers that we think the Demand side platform has is, if you want all of the customization, if you want the complexity, we have that right. You can really adjust whatever types of bids that you want. You can layer on various different types of audiences. You can play around with different creatives. You can, you know, make a ton of different ads to try and test and at the same time, if you want a more simple, easy experience, you know what your goal is. We're able to help optimize and provide recommendations on the best way to do that. So we see it as kind of a nice balance in providing marketers kind of that wide range of capabilities, because we think there's a lot of different discussions in the industry right now on what way folks are going to be going. Bradley Sutton: Awesome. Well, thank you so much for your time and thank you for all you do at Amazon. We appreciate it. Kelly: Thank you for the partnership. Appreciate it, of course. Bradley Sutton: Thanks, thank you All right Now we've got Miranda. Miranda, this is our first time meeting you, so can you introduce yourself and tell us what your position is at Amazon? Miranda: Absolutely. I'm Miranda Chen. I'm the director of growth and modernization for Amazon Marketing Cloud, or AMC for short. I've been at Amazon for 11 and a half years now, live in the Bay Area and at AMC I lead several teams responsible for product and engineering, developing our audience activation capabilities, making AMC easier to use for more and more customers, as well as our go to market and customer enablement activities. Bradley Sutton: All right Now. We have a wide variety of listeners, anywhere from brand new people selling on Amazon to humongous billion dollar brands. Now, the billion dollar brands probably know all about AMC, but some of our newer ones might not understand that. Maybe there can feel like wait, marketing, stream, marketing, AMC, there's all these acronyms. So can you just give a quick, maybe 30 second, one minute introduction about what is AMC? Miranda: Yeah for sure. So Amazon Marketing Cloud, or AMC, is Amazon ads as clean room, so it's private and secure by design. Each advertiser has their own campaign signals of all their various Amazon ad spend within their particular instance. So we have signals from sponsored products, sponsored brands, streaming TV effectively like all of the actual campaign events and enables custom flexible analytics on those signals. And then it also enables advertisers to be able to upload their own first party signals or third party signals so you can think of, like product catalog, retail conversions, things like that, and so then you can generate really really flexible insights, typically using SQL, such as path to conversion, reach and frequency, overlap analysis and then actually take actions on them. Bradley Sutton: Cool, so most of our listeners probably weren't able to attend here at Unbox. What's the big release for your department here at Unbox? Miranda: Yeah, so we had a couple different releases specifically related to AMC that I can touch on. The first was AMC template analytics. So it takes some of our most popular queries, such as path to conversion, reach and frequency, and then allows users to be able to generate those insights without needing to touch any codes. So that's a pretty exciting development, particularly since we know that not everybody no SQL has taught themselves SQL overnight. And then the second one was AMC lookalike audiences. So we already have the capability where one can generate a custom audience based on specific parameters. So let's just say, an advertiser saw, wanted to create an audience of folks that had seen their detail page view or even added to cart but didn't actually activate and then wanted to drive better performance. They could create a particular, they could run a query, generate that insight and push that directly to the DSP. So that's one way. That's AMC rule based audiences. And then now we launched this enhanced capability for lookalike audiences. So it enables effectively exactly what it sounds like. So finding alike audiences based on that same seed, leveraging machine learning in a clean room capacity trained on Amazon, shopper and customer signals, but all still in a private and secure place. Bradley Sutton: All right, you're already starting talking technical terms that are over my head, so let me bring in the smart one of us. And to clean rooms. My room's not clean, I don't know. That's not what we're talking about here, but go ahead and please follow up and make me sound smart here. Anne: Yeah, of course. So I'd like to talk about lookalike audiences more specifically, because this is a way for brands to reach highly relevant, essentially new customers. So do you think this will change the way people are targeting that new to brand customer targeting incrementality? Miranda: Yeah, I mean we think it's going to be a great way for brands to be able to reach more and more shoppers. So, as I mentioned, the lookalike audiences are trained on based on deep, deep ML, based on lots of very, very, very good signals, and then the advertiser can actually leverage, can get to choose what's their specific seed for the audience, like what's the general size of the audience, based on their objective and then also the relevance. So I think it'll be a really key tool as a part of the marketer toolkit. Anne: Yeah, definitely. Do you think lookalike audiences are scalable for brands that maybe have lower purchase data or lower engagement data that are using AMC? Miranda: I think so. I think they're precisely like the brands that actually could benefit from it, right Because they have a small bit of deterministic signals that they actually want to be able to enhance. And then also because AMC is private and secure by design, as I mentioned, they can also choose to upload their own first party or third party signals and then create a seed based on that and then continue to go find additional customers that seem similar to that seed. Anne: Right, I love that you call it a seed, because it sounds like it will grow over time if you're utilizing these tactics, so that's a great way to phrase it. Miranda: Thanks, it didn't come up with it. Anne: Well, we'll give you credit anyways. So you talked about the AMC templatized analytics, right? Is this a way to make AMC more accessible and, if so, are the queries that are available through those templatized analytics? Will it grow over time? What's available through that? Miranda: Yeah, so we think it's a first step towards making AMC easier for more and more customers. So we don't have a specific timeline yet on additional templates, but it is something we'll be continuing to evaluate. We have been talking to different customers and internal teams about how we can also make AMC easier to use through point and click applications as well. We also work with dozens of partners that are making AMC easier to use, either through visualizations or through their own innovative dashboard. So I think through the combination of either homegrown or partner built capabilities, we'll be able to continue to bring AMC insights to more and more customers. Anne: Yeah, pacview is one of those partners. We do have an AMC dashboard Great, I think. Another question that's kind of just in general about AMC do you think there are any verticals or categories that benefit the most from this data, or that you've seen a lot of growth and success with using AMC? Miranda: Yeah, we think of AMC as equal opportunities. So we look at the data a lot. We're very, very data driven surprise, surprise at Amazon and what we've seen is that there's penetration for AMC across brands and partners and agencies as well as across all verticals. So we've seen, certainly, strength from brands that sell on the Amazon store, but also pretty strong results with entertainment, with automotive, financial services. So you can think of someone who's like automotive who might have a bunch of local dealerships. They want to be able to do more fine event grained analyses based on specific geos, and so something like AMC is perfect for that be able to do more precise measurements. So, yeah, certainly we think it's a great product for all, but it really depends on that particular advertiser's objective and then what are the types of signals that they want to bring in and what kind of insights they can generate. Anne: Definitely, it is flexible. Miranda: Exactly Infinite and flexible. Yes, Great. Anne: My last question is just a kind of a fun one. Do you have any specific query or an example of a query that you think was really innovative that's been pulled through AMC that you can recall? Miranda: I think it's probably a generic answer, but I think the Path to Conversion one is probably one of my favorites, just because it's the simplest. I think AMC was actually the first place where an advertiser could see all of their signals across all of the Amazon ad products, and so someone who was buying sponsored products and DSP might not have realized before that they actually were driving better results together, and so Path to Conversion, and actually be able to understand how those two products were interacting, for example, really brought a lot more power and insight, I think, to advertisers. Anne: So I don't think that's generic at all. I love that one too. Miranda: There's a reason. That's core kind of at the top of the instructional query library. Anne: Right. Miranda: Agreed, all right. Bradley Sutton: I have another question for you. I like asking stuff that maybe nobody else is going to ask. When you want to take off your Amazon hat and kick back with a hobby to kind of like balance work life, what's your go-to hobby? Miranda: Well, I have an almost four-year-old so she is probably my hobby in most of the time. I'm going to try and go do fun things on the weekend, whether it's exploring new coffee shops or going to find music. Bradley Sutton: The four-year-old is a coffee drinker, is she? Miranda: No, she's not, but she's an avid consumer of chocolate croissants, and so we sample baked goods in lots of different places. Then mom gets her coffee. I think that's probably it, but in my prior pre-kid years I did a lot more yoga and hiking and things like that. Bradley Sutton: So enjoy those years. You know, my kids are over 20 already, so I wish I had a four-year-old. I remember those days All right. Thank you so much for joining us and you educated me a lot. It sounds like Ann knows all about what you're talking about. It was like a different language to me, so I appreciate you educating us on IMC. Yes, absolutely. Thank you so much. Miranda: Thank you so much. Bradley Sutton: Alright, we've got Teresa here. Teresa, could you go ahead and introduce yourself? Teresa: Sure, I'm Teresa Uthralton. I'm the Director of Partner Development here at Amazon Ads. Bradley Sutton: Awesome, awesome. How long have you been here at Amazon? Teresa: I've been at Amazon for almost 10 years, so I'm approaching that red badge. For those of you that know our badging conventions, Nice, nice. Bradley Sutton: Now you're from here in New York. I've always been in New York, yep. So I'm going to start off with maybe the most important question of the day Julianne's Pizza in Brooklyn. Is that the best representation of New York pizza, or not? Teresa: Oh, that's tough. There's so many really good pizza places now I can't even keep up with them. There's so many. Bradley Sutton: Alright. Well, we're going to have to connect right after this, because I have two days left and I need to maximize my time here. Teresa: Yes, Alright now. Bradley Sutton: We're not here to talk about food here. Teresa: I recommend checking out Roberta's in Bushwick though. Bradley Sutton: Roberta's in Bushwick. I have not been there. Anne: Yes, I think you'll really enjoy that. Bradley Sutton: We're going to that one. Anne: Right now. Yeah, actually, cancel the interview. Let's go there, we go. Yes, of course. Bradley Sutton: Now Anne here is going to ask a lot of the more technical questions, especially those that have to do with enterprise. Now I'm here to represent, kind of like, the voice of the average Amazon seller, and you know, there's some people out there who might not fully know what Amazon marketing stream is first of all. So could you just go ahead and just kind of give a quick elevator pitch for what that is? Teresa: Sure. So Amazon marketing stream is a partner-facing product, and what it does is it provides really granular hourly signals on all our advertising metrics through the Amazon API, and what that means to a seller is that they will be able to get all sorts of insights about their business that normally they would not have known. Bradley Sutton: Okay, all right, I love that. Did you practice this? I didn't even tell you I was going to ask that. All right, cool, cool. How about rapid retail analytics, your other specialty? Teresa: I know I love rapid retail analytics, so Amazon marketing stream obviously totally focused on advertising signals. As we know, so much of what's exciting about Amazon ads is that you got online retail and digital advertising Right, and so rapid retail analytics provides that level of granularity on retail signals, and one of the reasons that's so exciting is that that data used to be available at a daily cadence with a 72-hour lag, so we literally it's almost near real time now, which is a really, really exciting development. Bradley Sutton: Okay, all right. Well, now that I got that out of the way, let me turn it over to the smart one of us too, and for some follow up questions. Anne: Yeah, so I kind of want to double click into Amazon marketing stream, specifically the fact that it was recently released for DSP or it's being extended to DSP. How do you think this will change the way advertisers manage their DSP campaigns now that they have that real time data that we were talking about? Teresa: Well, it's interesting. I think one of the things that I've learned is I've been humbled by our partner's creativity. Right, you know, I was just. I was just telling someone. I joined this team three weeks before Can last year and so I showed up at Can meeting all my partners for the first time, and we had just launched the first version of Amazon marketing stream and I was like this is the coolest product. But what really got me excited was it's a product that we developed based on the feedback we got from partners Like they, they have a seat at the table, they participate in all our betas and our product teams love them, right, because they get like this incredible, you know, they get their hands dirty and they come back and they're like these are the 27 things that are wrong and you need to fix right, which is if you're a product team, that's actually like really helpful, right, so, and what? The thing that's so interesting is like it launched and everyone loved it, but then people are like well, but it only has sponsored products. Right, like, I want more, I want more, I might want more. So I think what's exciting about having ADSP signals in there is that's going to unlock a whole bunch of opportunity around partners that are deep on ADSP Right. Definitely and I think you know, probably a few months from now, we'll have some really interesting case studies, success stories. There's really like almost no end to the creativity of our partners, which is really great because they're such awesome builders. Anne: I agree. I'm curious AMC they not AMS? AMC? I know they get our accurate, our Amazon accurate. I know, there's so many of them Also provides hour by hour data for both DSP and for sponsored ads. Prior to this, especially prior to AMC, but also prior to AMS, this wasn't available for advertisers, so you kind of had to guess when you were running, like day parting or anything along those lines. Do you think the release of the stream data for DSP will eliminate the need for the AMC hourly data? Teresa: Well, I think you got to go back to like what are the use cases that people use other product, right? I think, like what is great about Amazon marketing stream? Right, it's an aggregate, aggregate data pipe, if you think about it, right, and so ultimately that's going to help people build solutions that are evergreen. It's going to help people train AI models right, because how do you train AI models? You need, like, lots of granular signals, right? And whereas the Amazon marketing stream is really about very specific use cases around, like understanding the customer purchase path, understanding incrementality, understanding attribution, so I don't think it's like one or the other, I think it's very like use case specific. Anne: Right. That actually leads perfectly into my next question, which is how you see these two datasets working together with advertisers currently, or how you see in the future that they can work together. Teresa: Yeah. So I think, like what I think is really exciting about partner innovation is, ultimately, I don't think there's ever been a better time to be a marketer, right, like there's that whole age old question about, like I know half my advertising is working, but I don't know which half, and I think we're getting about as close as we're going to get probably in our lifetime, but we're on the cusp of that with a lot of these tools, and so I think the the part about Amazon marketing stream that I think is so exciting is that it will allow the kind of automation that makes brands so much smarter and helps them do more with less. Right, and we're seeing like especially like this year has been an uncertain economic climate for a lot of folks, right, and a lot of a lot of folks are trying to figure out like my budget has been cut or my budget is capped, but I'm being asked to drive more growth Right, and I think, like partners have been able to deliver solutions based on Amazon marketing stream and rapid retail analytics that have really enabled that Awesome. Bradley Sutton: And you had a last question. Anne: I did. It's a fun one. What's your favorite thing about being at conferences like unboxed? Teresa: Oh, it's meeting my partners. You know, I learn so much from from meeting with partners, right, like I said, it's very humbling. The innovation, the creativity, what they teach us about our customers, what they teach us about our products and it's such an incredible learning experience is so energizing. Were you at our our cocktail party last night? Anne: No. Bradley Sutton: I was not. Anne: We had a lot of cocktail parties. I'm sure it was very. Teresa: That was like such a fun buzzing party and I got to meet partners from all over the world. At our award ceremony on Monday we met partners that came from Delhi and it was just really, really exciting. Bradley Sutton: Awesome, all right, well, thank you so much for coming on the show and we appreciate all that you do at Amazon. Teresa: Thank you, thanks guys. Bradley Sutton: All right, we've got Ruslana here. Ruslana, welcome to the show. Ruslana: Thank you, Bradley and Anne, for having me. Bradley Sutton: Are you based here in? Ruslana: New York no, I'm based in Seattle. Bradley Sutton: Seattle. Okay, Seattle was just there for accelerate, lots of rain, but I like. I like Seattle weather a lot. Quick question for you, first of all just how long have you been at Amazon and what is your title there? Ruslana: I'm a vice president of sponsored brands display in TV advertising and I just celebrated my 10 year anniversary Last week awesome, congrats, congrats. Bradley Sutton: now we're gonna go into like what you announced today, but you know something while you were on stage, you also referred to something that was, you know, launched a little bit ago. We're how, now you know, sponsored products can show up on websites like Pinterest and things like that, and one thing that was I have a bad memory, but it was new to me, maybe I knew about it, I guess, didn't know was like it's not just a product that's gonna display, but it'll also show, I believe, like the reviews count and even the shipping time did I, did I hear that right. Ruslana: Well, with sponsor products, our goal is to deliver the same value that Advertisers are getting today by having sponsored products was an Amazon store and some of the critical sort of trusted Amazon attributes, such as reviews, pricing information, as well as Prime delivery promise, are essential elements To helping customers make decisions and actually purchase. So yes you are, you got it right at that. Sponsor products will be containing Kind of product level or Amazon key, amazon trusted information Within these new and exclusive placements across some of these sides to help our advertisers to really go quickly and with ease from discovering something or exploring something to actually purchasing awesome, awesome. Bradley Sutton: That's been. That's been out for a while, but today, when you're on stage, you announce something brand new, and that was sponsored TV. So just give us maybe a quick 30 second, one minute overview of what that is, and Anne has some follow-up questions on that. Ruslana: Well, we see a sponsored TV, tv advertising as a whole, as a critical element of brand-building strategy. That should not be something that Brand cannot do. Any brand of any science should be able to tap into this opportunity and reach these engaged audiences on a big screen In the living room, and so sponsored TV is aiming to accomplish just that. We have worked very closely with our brands and our customers and Backwards from them, to understand what their key pain points have been and why they have not potentially used TV more actively Was in their overall brand-building strategy and, as a result, launch sponsored TV. I'm trying to eliminate three main pain points no guarantee commitments, no spend, minimum creative support and, lastly, access to first-party Amazon, first-party signals. Even when you advertise in TV, powered my machine learning and Right measurement so that advertise and send value, because what we've learned is spend is intimidating, a Lack of the right creative or ability to create the right credit. Just knowing what resonates on such a screen is Hard and intimidating and, lastly, just understanding the value that TV delivers for these brands was difficult. And so, given those three main pain points, that's there. That's why we're sponsored TV. I think to wrap like there is another element right. We at Amazon, we very custom obsessed and in this instance, we have two customers right. We have brands, and we just talked about the value we deliver for the brands, but there's also another key customer, which is the viewers, and for viewers, this is an opportunity to discover diverse collection of brands and products in places where they choose to spend their time. Bradley Sutton: Okay, now I'm just wondering where, like? What kind of placements are these? Are these like, like, like trailers that come up, or are there just actual, you know, banner ads that might pop up while you're watching a TV show? Ruslana: Oh, this is a TV advertising we're talking about, so they are video, so this is not this not sponsored display. Jeff: Yeah. Ruslana: This is video ads and they sponsor TV. Today service was in freebie content. Like I don't know if any of you watch freebie, I do. I love certain shows there, so big fan. So there is freebie content. There is streaming. Do you stream? Do you twitch? Bradley Sutton: Yes. Ruslana: Okay. Well, when you twitch during live streams, that could be. Another opportunity was in. Bradley Sutton: There might be people watch watching this right now on our rebroadcasts of this. Ruslana: People that twitch. This is where the ads would show. And then, lastly, was in a fire TV apps. Bradley Sutton: Okay, excellent yeah. Anne: So it was mentioned that the goal of this campaign, or at least one of the goals, is to make it more accessible to Advertisers who have lower budgets, don't necessarily want to deal with spend minimums etc. Do you feel like there's a lower level of budget sufficiency for running these campaigns, or can it be tested with a small amount of money? Ruslana: Well, we, as I said earlier, right customer obsessed, working back, working backwards from our brands and working backwards for them. I'm really observed that they do want to be able to engage with this audience. Why wouldn't you like if you launched a product that is net new, delightful, on the market? Why wouldn't you want to tell? Like you know, I talked on my keynote about hex glad. I don't know if you don't know, if you have it in your kitchen, but if you don't, I highly recommend. I discovered through our sponsor TV offering the brand and I love the non-stick and also non scratch. Bradley Sutton: Oh no, you had me out when you showed part of the video where it flipped over and nothing Was coming on. Anne: I like that. Ruslana: Very impressive and so at the end of the day, like that is the brand that I'm delighted to cook with every day, and I like my eggs for breakfast. Doesn't matter if it's Monday or Tuesday, Wednesday or Sunday, so in at the end of the day, I think these are the type of brands. They want to engage with the right audience at the right time, and I think this is the right time. Anne: Great. Can you walk us through some of the targeting that will be available with this type of advertising? Most of sponsored ads is keyword basis. That going to be the truth for Sponsored TV, or is it going to be more signal-based behavioral audiences? Ruslana: Well, we always try to help our brands reach the right audiences. So let me Maybe adjust one statement here Most of sponsor brands is not keyword based sponsored products. Keyword based sponsored Products is keywords based. Sponsor brands has keywords Elements in their way and how you express intent. Sponsored display doesn't have that way to express intent. But our aim is to always work with our brands and help them, give them the right tools to express the intent in the best possible way so we can deliver their message and their story in the right place at the right time. So in the case of sponsored TV, the advertisers could use both sort of category based interests and as well as Genre based interest. Bradley Sutton: I've got a spooky brand on Amazon, so like come Halloween season gonna be Maybe throwing some ads on some spooky Halloween shows or horror show. Anne: Perfect, I think we have time for one more question. So I'm curious how do you recommend brands measure success with these campaigns? Do you have specific KPIs that you think you know appropriately measure the success for sponsored TV or anything along those lines? Ruslana: So they reach. Traditional metrics are available similarly how they would be available for any other TV offerings, but in addition, we are sharing branded searches as well as detail page and store page Traffic, and so that is a starting point for the offering. We will continue evolving our metrics and help brands understand the value they're getting out of their sponsored TV offering Wonderful. Bradley Sutton: Thank you so much for joining us today. Ruslana: Thank you for having me and in Bradley.